ADAPTING SOCIAL MEDIA MARKETING AND CUSTOMER ENGAGEMENT FRAMEWORKS TO THE INDIAN DIGITAL ECOSYSTEM
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This study establishes a comprehensive conceptual framework evaluating the influence of social media marketing (SMM) on customer engagement (CE) within India’s rapidly growing digital ecosystem. Drawing on foundational structural parameters including trust in information, concern for privacy, perception of reliability, security, and platform usage habits this paper re-evaluates traditional Web 2.0 paradigms through the lens of modern Indian consumer behaviors. It explores how cultural factors such as hyper-localization, conversational commerce via WhatsApp, regional linguistic diversity, and value-conscious consumer psychology fundamentally alter digital brand interactions.
Furthermore, this study introduces the role of Artificial Intelligence (AI) as a transformative conceptual catalyst in driving hyper-personalization, predictive sentiment mapping, and automated conversational customer journeys. By replacing static empirical modeling with a dynamic, multi-layered conceptual architecture adapted for the Indian socio-demographic landscape, the framework demonstrates that while core trust parameters remain critical, the strategic execution of SMM must shift from generalized page management to dynamic, AI-infused, highly contextualized brand ecosystems
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Kumar, D. B. (2026). Adapting Social Media Marketing and Customer Engagement Frameworks to the Indian Digital Ecosystem. International Journal of Science, Strategic Management and Technology, 02(05). https://doi.org/10.55041/ijsmt.v2i5.397
Kumar, Dr. "Adapting Social Media Marketing and Customer Engagement Frameworks to the Indian Digital Ecosystem." International Journal of Science, Strategic Management and Technology, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i5.397.
Kumar, Dr. "Adapting Social Media Marketing and Customer Engagement Frameworks to the Indian Digital Ecosystem." International Journal of Science, Strategic Management and Technology 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i5.397.
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