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Materialism, television and social media – analysis of the transformation of post-colonial Indian market

Materialism, television and social media – analysis of the transformation of post-colonial Indian... This paper aims to, first, analyze the transformation of the Indian market by extending Sreekumar and Varman’s (2016) work on history of marketing in India into the post-colonial era; second, trace the emergence and adoption of various media technologies in the post-colonial Indian market; third, identify the evolving trends in marketing practices alongside the penetration of these media technologies in the market; and finally, argue the need for mindful adoption of marketing practices in the Indian market, rather than direct replication of Western practices.Design/methodology/approachThe historical perspective on the post-colonial Indian market is done through extant literature review and analysis of marketing practices by iconic brands in the Indian market.FindingsThis research reveals that the adoption of Western marketing practices by brands in the Indian market has led to increasing materialistic consumption patterns among consumers. Furthermore, such practices in the social media technology era impose individualistic values in the Indian consumers, contrary to the cultural values of the country. Therefore, this research posits the need for mindful marketing practices to be adopted for the Indian market.Social implicationsThis research shows warning signs of growing materialistic values among Indian consumers and the implications of marketing strategies on the society as a whole.Originality/valueThis study is a first of its kind in highlighting the transformation of the post-colonial Indian market by integrating actual marketing campaigns over this period with literature to present the various issues in the current state of the market. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Materialism, television and social media – analysis of the transformation of post-colonial Indian market

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1755-750X
DOI
10.1108/jhrm-03-2018-0011
Publisher site
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Abstract

This paper aims to, first, analyze the transformation of the Indian market by extending Sreekumar and Varman’s (2016) work on history of marketing in India into the post-colonial era; second, trace the emergence and adoption of various media technologies in the post-colonial Indian market; third, identify the evolving trends in marketing practices alongside the penetration of these media technologies in the market; and finally, argue the need for mindful adoption of marketing practices in the Indian market, rather than direct replication of Western practices.Design/methodology/approachThe historical perspective on the post-colonial Indian market is done through extant literature review and analysis of marketing practices by iconic brands in the Indian market.FindingsThis research reveals that the adoption of Western marketing practices by brands in the Indian market has led to increasing materialistic consumption patterns among consumers. Furthermore, such practices in the social media technology era impose individualistic values in the Indian consumers, contrary to the cultural values of the country. Therefore, this research posits the need for mindful marketing practices to be adopted for the Indian market.Social implicationsThis research shows warning signs of growing materialistic values among Indian consumers and the implications of marketing strategies on the society as a whole.Originality/valueThis study is a first of its kind in highlighting the transformation of the post-colonial Indian market by integrating actual marketing campaigns over this period with literature to present the various issues in the current state of the market.

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: Aug 22, 2019

Keywords: Social media; Materialism; Branding history; Branding; Advertising; Television; Internet; Mindful marketing; Consumption pattern

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