Paper Contents
Abstract
In recent years, social media has transformed the marketing landscape across the globe, with India emerging as one of the fastest-growing markets for digital platforms. This thesis investigates the role and effectiveness of social media marketing (SMM) in India, focusing on how businesses leverage platforms such as Instagram, Facebook, YouTube, and X (formerly Twitter) to engage consumers, build brand identity, and drive sales. Through a mixed-methods approach, the study combines quantitative analysis of consumer behavior patterns with qualitative insights from interviews with marketing professionals and case studies of Indian brands. The findings highlight the growing importance of influencer marketing, content localization, and mobile-first strategies in reaching India's diverse and digitally connected population. Moreover, the research underscores challenges related to algorithm changes, ad saturation, and data privacy concerns. This study contributes to a deeper understanding of the dynamic digital marketing ecosystem in India and offers strategic recommendations for marketers aiming to optimize their social media efforts in this unique and evolvingenvironment.
Copyright
Copyright © 2025 Preeti Parashar. This is an open access article distributed under the Creative Commons Attribution License.
