Social Media Marketing Activities: The Role of Culture in the Indian Context

Abstract

Social media marketing (SMM) has become a cornerstone of contemporary business strategy, enabling brands to engage with consumers and drive commercial outcomes. A vast body of literature has explored the influence of social media marketing activities (SMMAs) on brand-related constructs and consumer behaviours, such as brand equity, purchase intention, and loyalty. However, a significant gap exists in the comprehensive integration of cultural variables into these research frameworks. This paper reviews the existing literature on SMMAs and their impact on consumer behaviour, with a specific focus on the unique cultural landscape of India. The analysis highlights that while SMMAs noticeably influence consumer outcomes, their effectiveness is profoundly mediated by cultural norms, values, and socio-economic dynamics specific to the Indian market. The paper argues for a more nuanced approach to SMM that accounts for cultural adaptation, regional diversity, and the digital divide, suggesting that a culturally sensitive framework is essential for designing effective and resonant marketing strategies in India.