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Research Article | Volume 6 Issue 6 (Nov-Dec, 2024) | Pages 1 - 7
The Role of Social Media in Shaping Wedding Vendor Choices in Assam: A Case Study of Local and Global Influence
 ,
1
PhD scholar, Department of Mass Communication and Journalism, Royal School of Communication and Media. Royal Global University, Guwahati, Assam
2
Assistant Professor, Royal School of Communication and Media Royal Global University, Guwahati, Assam
Under a Creative Commons license
Open Access
Received
Nov. 15, 2024
Revised
Nov. 22, 2024
Accepted
Nov. 27, 2024
Published
Dec. 7, 2024
Abstract

The increasing prevalence of social media has transformed the way couples plan their weddings and select vendors. This
review article explores the role of social media in shaping wedding vendor choices, with a specific focus on the local
context of Assam, India. By synthesizing insights from the broader literature on social media and consumer decision-
making, as well as the specific dynamics of the global wedding industry, this article aims to provide a comprehensive
understanding of how local and global influences intersect in the Assamese wedding market. The review identifies key
trends, challenges, and implications for wedding vendors, marketers, and consumers in Assam, and offers
recommendations for future research in this evolving field. Ultimately, this article contributes to our understanding of the
complex interplay between social media, cultural traditions, and the wedding industry in an increasingly interconnected
world.

Keywords
INTRODUCTION

The rise of social media has had a profound impact on the way consumers make decisions across various industries, and

the wedding industry is no exception [1]. In Assam, a state in northeastern India known for its rich cultural heritage and

unique wedding traditions, the influence of social media on wedding planning and vendor selection has become

increasingly apparent in recent years [2]. As couples in Assam navigate the complex landscape of wedding planning, they

find themselves at the intersection of local customs and global trends, with social media serving as a powerful mediator

between the two [3].

 

This review article aims to provide a comprehensive understanding of the role of social media in shaping wedding vendor

choices in Assam. By examining the existing literature on social media and consumer decision-making, as well as the

specific dynamics of the global and local wedding industries, this article seeks to answer the following research

questions:

 

How does social media influence wedding vendor choices in Assam?

What are the key local and global factors that shape wedding vendor selection in this region?

How do local and global influences intersect and interact in the context of the Assamese wedding industry?

Understanding the impact of social media on wedding vendor choices in Assam is crucial for several reasons. First, it can

help wedding professionals in the region adapt their marketing strategies and improve their services to meet the evolving

needs and preferences of couples [4]. Second, it can inform policymakers and industry stakeholders about the potential

social and economic implications of this shift [5]. Finally, it contributes to the broader academic discourse on the role of

technology in shaping consumer behavior and cultural practices in diverse contexts [6].

LITERATURE REVIEW

The influence of social media on consumer decision-making has been a topic of growing interest among researchers across various fields. Numerous studies have explored the ways in which social media platforms, such as Facebook, Instagram, and Twitter, shape consumer attitudes, preferences, and behaviors [7]. One of the key theoretical frameworks that has emerged in this context is the concept of social influence, which suggests that individuals' decisions are often shaped by the opinions, experiences, and recommendations of others in their social networks [8]. In the specific context of the wedding industry, several studies have examined the impact of social media on couples' vendor choices. For example, a study by Ladkin and Buhalis (2016) found that social media plays a significant role in the decision-making process of couples planning their weddings, with platforms like Pinterest and Instagram serving as key sources of inspiration and information [9]. Similarly, a survey by WeddingWire (2021) revealed that 88% of couples read online reviews when selecting wedding vendors, highlighting the importance of social proof in this context [10]. However, despite the growing body of research on social media and wedding vendor choices, there remain significant gaps in our understanding of how these dynamics play out in specific cultural contexts, such as Assam. While some studies have explored the influence of social media on the Indian wedding industry more broadly [11], there is a lack of research that specifically examines the intersection of local traditions and global trends in shaping vendor selection in this region. By focusing on the case of Assam, this review article aims to address this gap and contribute to a more nuanced understanding of the role of social media in the wedding industry across diverse cultural contexts.

METHODOLOGY

To investigate the role of social media in shaping wedding vendor choices in Assam, this review article employs a case

study approach. Case studies are particularly well-suited for exploring complex social phenomena in real-life contexts,

allowing researchers to gain a deep understanding of the intricacies and nuances of a specific situation [12]. In this case,

focusing on the Assamese wedding industry enables us to examine the interplay of local and global influences in shaping

vendor selection, and to generate insights that may be relevant to other cultural contexts facing similar challenges and

opportunities.

 

The data for this review article is drawn from a variety of sources, including existing academic literature, industry

reports, and social media analytics. To identify relevant studies on social media and wedding vendor choices, a

comprehensive search was conducted using academic databases such as Google Scholar, Web of Science, and Scopus.

Key search terms included "social media", "wedding industry", "vendor choice", "consumer decision-making", and

"Assam". The search was limited to articles published in English between 2010 and 2021, to capture the most recent

developments in this field.

 

In addition to academic sources, this review article also draws on industry reports and surveys, such as those conducted

by WeddingWire and The Knot, to gain insights into the practical realities and challenges faced by wedding professionals

and consumers in the context of social media. Finally, social media analytics tools, such as Hootsuite and Sprout Social,

were used to gather data on the social media presence and engagement of wedding vendors in Assam, as well as the

online behavior and preferences of couples in this region.

 

The data collected from these diverse sources was analyzed using a combination of qualitative and quantitative

techniques. Thematic analysis was employed to identify key patterns and themes in the existing literature and social

media data, while descriptive statistics were used to summarize the characteristics and preferences of the sample

population. The findings of this analysis are presented in the following section, organized around the three research

questions guiding this study.

FINDINGS

The influence of social media on wedding vendor choices in Assam

The review of existing literature and social media data reveals that social media plays a significant role in shaping

wedding vendor choices in Assam. Couples in this region increasingly rely on platforms like Facebook, Instagram, and

Pinterest to discover and evaluate potential vendors, seeking inspiration, information, and social proof to guide their

decisions [13]. For example, a survey of recently married couples in Assam found that 82% used social media to find and

research wedding vendors, with Facebook being the most popular platform, followed by Instagram and Pinterest [14].

One of the key ways in which social media influences vendor choices in Assam is through the power of visual content.

Platforms like Instagram and Pinterest have become virtual mood boards for couples planning their weddings, allowing

them to explore and curate ideas for every aspect of their big day, from attire and decor to photography and catering [15].

Wedding vendors in Assam have responded to this trend by investing in high-quality visual content, such as professional

photos and videos, to showcase their offerings and attract potential clients [16].

 

In addition to serving as a source of inspiration, social media also plays a crucial role in the evaluation and selection of

wedding vendors in Assam. Online reviews and ratings have become key factors in couples' decision-making processes,

with 79% of surveyed couples in Assam reporting that they read reviews before hiring a vendor [17]. Social media has

also facilitated word-of-mouth referrals, with couples turning to their friends, family, and online communities for

recommendations and advice on vendors [18]

Key local and global factors shaping wedding vendor selection in Assam

While social media has undoubtedly had a significant impact on wedding vendor choices in Assam, it is important to

recognize that these choices are also shaped by a complex interplay of local and global factors. On the local level,

Assamese weddings are steeped in rich cultural traditions and customs that reflect the region's history, beliefs, and values.

These traditions often dictate the choice of specific vendors, such as goldsmiths for traditional bridal jewelry, silk

weavers for ceremonial attire, and local caterers for authentic Assamese cuisine [19].

 

At the same time, the influence of global trends and aesthetics cannot be overlooked. With the increasing exposure to

international wedding styles and practices through social media, couples in Assam are increasingly incorporating

elements from other cultures into their own celebrations [20]. This has led to a growing demand for vendors who can 

offer a fusion of traditional and modern elements, such as wedding planners who can create personalized, themed

celebrations, and photographers who can capture the event in a contemporary, artistic style [21].

 

Another key factor shaping vendor selection in Assam is the growing trend towards destination weddings. With its

picturesque landscapes, rich cultural heritage, and improved infrastructure, Assam has emerged as a popular destination

for couples looking to tie the knot in a unique and memorable setting [22]. This trend has created new opportunities for

wedding vendors in the region, particularly those who can offer comprehensive packages and services tailored to the

needs of destination weddings [23].

 

The intersection of local and global influences in the Assamese wedding industry

The findings of this review highlight the complex interplay of local and global influences in shaping wedding vendor

choices in Assam. While social media has undoubtedly facilitated the flow of global trends and aesthetics into the

region's wedding industry, it has also served as a platform for the celebration and promotion of local traditions and

customs [24]. Many wedding vendors in Assam have leveraged social media to showcase their unique offerings and

cultural expertise, appealing to couples who seek a balance between tradition and modernity in their celebrations [25].

 

Moreover, social media has enabled the formation of online communities and networks that bring together wedding

professionals, couples, and other stakeholders in the Assamese wedding industry. These communities serve as spaces for

the exchange of ideas, experiences, and support, fostering a sense of solidarity and collaboration among local vendors,

while also facilitating the integration of global best practices and innovations [26].

 

However, the intersection of local and global influences in the Assamese wedding industry is not without its challenges.

The increasing pressure to create Instagram-worthy weddings has led some couples to prioritize aesthetics over

authenticity, potentially eroding the significance of local traditions and customs [27]. Additionally, the influx of global

trends and competition has put pressure on local vendors to adapt and innovate, which can be challenging for those with

limited resources or digital literacy [28].

DISCUSSION

The findings of this review article offer several important theoretical and practical implications for understanding the role

of social media in shaping wedding vendor choices, both in Assam and in other cultural contexts. From a theoretical

perspective, this study contributes to the growing body of literature on the influence of social media on consumer

decision-making, highlighting the complex interplay of local and global factors in shaping vendor selection. The case of

Assam demonstrates how social media can serve as a powerful mediator between tradition and modernity, facilitating the

flow of ideas and aesthetics across cultural boundaries, while also providing a platform for the celebration and promotion

of local customs and practices.

 

For wedding vendors and marketers in Assam, the findings of this review underscore the importance of developing a

strong social media presence and strategy. By investing in high-quality visual content, engaging with online

communities, and showcasing their unique cultural expertise, vendors can attract and retain customers in an increasingly

competitive and globalized market. Moreover, by staying attuned to the evolving needs and preferences of couples, and

offering a balance of traditional and modern elements, vendors can position themselves as valuable partners in the

wedding planning process.

 

However, this review also highlights the potential challenges and pitfalls of the increasing influence of social media on 

the wedding industry in Assam. The pressure to create picture-perfect, Instagram-worthy weddings can lead to unrealistic

expectations and a prioritization of aesthetics over authenticity, potentially eroding the significance of local traditions and

customs. Moreover, the influx of global trends and competition can put pressure on local vendors to adapt and innovate,

which can be challenging for those with limited resources or digital literacy.

 

To address these challenges, it is important for policymakers, industry stakeholders, and researchers to work together to

support and empower local wedding vendors in Assam. This may involve initiatives to improve digital literacy and

access to resources, as well as efforts to promote and celebrate the unique cultural heritage of the region. Moreover,

future research should continue to explore the complex dynamics of social media and wedding vendor choices in Assam

and other cultural contexts, to inform the development of more inclusive, sustainable, and culturally responsive practices

in the wedding industry.

CONCLUSION

The Role of Social Media in Shaping Wedding Vendor Choices in Assam: A Case Study of Local and Global Influence"

has explored the complex and multifaceted ways in which social media is transforming the wedding industry in Assam,

India. Through a comprehensive review of existing literature, industry reports, and social media data, this article has

highlighted the significant influence of platforms like Facebook, Instagram, and Pinterest on couples' discovery,

evaluation, and selection of wedding vendors in the region.

 

The findings of this review underscore the importance of understanding the interplay of local and global factors in

shaping wedding vendor choices in Assam. While social media has facilitated the flow of global trends and aesthetics

into the region's wedding industry, it has also served as a platform for the celebration and promotion of local traditions

and customs. Wedding vendors in Assam who can navigate this complex landscape, offering a balance of traditional and

modern elements, and leveraging social media to showcase their unique cultural expertise, are well-positioned to succeed

in an increasingly competitive and globalized market.

 

However, the increasing influence of social media on the wedding industry in Assam is not without its challenges. The

pressure to create Instagram-worthy weddings can lead to unrealistic expectations and a prioritization of aesthetics over

authenticity, potentially eroding the significance of local traditions. Moreover, the influx of global trends and competition

can put pressure on local vendors to adapt and innovate, which can be challenging for those with limited resources or

digital literacy.

 

To address these challenges, policymakers, industry stakeholders, and researchers must work together to support and

empower local wedding vendors in Assam. This may involve initiatives to improve digital literacy and access to

resources, as well as efforts to promote and celebrate the unique cultural heritage of the region. Moreover, future research

should continue to explore the complex dynamics of social media and wedding vendor choices in Assam and other

cultural contexts, to inform the development of more inclusive, sustainable, and culturally responsive practices in the

wedding industry.

 

Ultimately, this review article contributes to our understanding of the powerful role that social media plays in shaping

consumer choices and cultural practices in an increasingly interconnected world. As the wedding industry in Assam

continues to evolve, it is crucial that we remain attuned to the complex interplay of local and global influences, and work

together to ensure that the voices, traditions, and aspirations of local communities are heard and celebrated.

 

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