Authors: Gaurav Mishra, Dr. Samarth Pande
Abstract: This study investigates the role of social media in enabling the international expansion of Indian brands. With global digital connectivity and the democratization of content distribution, social media platforms have become strategic channels for brand visibility, consumer engagement, market entry, and international relationship building. The research synthesizes theoretical perspectives and empirical findings to explore how Indian firms leverage social media for market knowledge, targeted communication, influencer partnerships, e-commerce integration, and reputation management in foreign markets. Using a conceptual-analytical approach and a focused literature review, the study identifies the mechanisms through which social media reduces market entry costs, accelerates brand awareness, and facilitates rapid consumer feedback loops. It also examines constraints such as cultural adaptation, regulatory heterogeneity, platform algorithms, and misinformation. Findings indicate that social media significantly lowers barriers to internationalisation for resource-constrained Indian brands when used strategically and localized effectively. Recommendations for practitioners and directions for future empirical research conclude the paper.
DOI: https://doi.org/10.5281/zenodo.19017507
