Articles

The rise of social media platforms such as Facebook, Twitter, Instagram, and YouTube has significantly altered consumer buying behaviour across the world, including India. By 2018, India had become one of the largest markets for social media usage, with millions of users engaging daily in digital conversations, peer reviews, and influencer-driven content. This paper examines the impact of social media on consumer decision-making in India up to 2018. It explores how social networks shaped awareness, evaluation, and purchase decisions by fostering user-generated content, online reviews, and brand communities. Using secondary data from industry reports, surveys, and academic studies, the paper argues that social media transformed consumers from passive recipients of marketing messages into active participants in shaping brand narratives. The findings reveal that while social media amplified brand visibility and consumer empowerment, it also introduced challenges such as information overload, fake reviews, and heightened competition for attention. Keywords: Rural Marketing, Agriculture, Consumer Behavior, FMCG Sector, Rural Development, Distribution Channels, India

Analyzing strategic capital allocation and regulatory frameworks, this research evaluates corporate governance in india across 2012–2018. Using a dynamic panel dataset of 1,200 firms, we employ a system Generalized Method of Moments (GMM) estimator to address endogeneity. Our findings reveal a significant positive effect of regulatory quality on innovation output (measured by R&D expenditure and patent filings), with a coefficient of 0.342 (t-stat = 3.12, p < 0.01). Additionally, firm size and market competition are significant determinants. The results support the hypothesis that streamlined regulations foster innovation. Policy implications suggest that reducing bureaucratic hurdles and enhancing legal frameworks can stimulate industrial innovation, aligning with India's 'Make in India' initiative.