TEN YEARS OF SOCIAL MEDIA MARKETING IN INDIA: A SYSTEMATIC REVIEW

Abstract

This systematic review examines the trajectory and implications of social media marketing (SMM) research in India over the past decade. Analysing a comprehensive selection of peer-reviewed literature, the study identifies key trends, methodologies, and findings that have shaped SMM practices among Indian businesses. The review highlights the growth of SMM as a pivotal component of marketing strategies, emphasizing methodological diversity with a predominant use of quantitative approaches alongside qualitative and mixed methods. Key insights include the significant influence of social media on consumer behaviour, the strategic role of localized content and influencer marketing, and the evolving theoretical frameworks underpinning SMM research. Practical implications suggest tailored SMM strategies that integrate cultural nuances and leverage technological advancements to enhance engagement and brand resonance. The review concludes by proposing future research directions to explore longitudinal impacts, cross-cultural variations, and the integration of emerging technologies in the evolving landscape of Indian SMM. This white paper provides a systematic review of social media marketing (SMM) in the Indian context over the past decade. By analysing trends, methodologies, key findings, and theoretical frameworks in SMM literature from 2013 to 2023, this paper highlights the unique aspects of the Indian market, identifies emerging themes, gaps, and offers future research directions.