Authors : Aarti Sharma

Volume/Issue : Volume 9 - 2024, Issue 1 - January

Google Scholar : http://tinyurl.com/ydw73zw7

Scribd : http://tinyurl.com/3fazx7pz

DOI : https://doi.org/10.5281/zenodo.10617482

Abstract : This research explores the impact of social media on promoting Indian ritual dress, examining how tradition and technology overlap. This mixed-methods study looks at the ways digital platforms have changed people's perceptions, choices, and adoption rates in two culturally rich states: Rajasthan and Tamil Nadu. The results highlight the platform's important function in raising consciousness, breaking down barriers of distance and culture, and encouraging dialogue amongst people. Various voices are amplified in the continuous cultural conversation by means of social media, which functions as both a platform and a living theatre for personal narratives. There has been a revolutionary change in adoption behaviours as people actively participate in traditional attire on digital media. Traditional consumer behaviours are being disrupted by virtual try-on experiences, storytelling, and online markets, which are redefining how people embrace and adopt traditional apparel. Recognising the importance of diverse representation across age, gender, and area, the study takes demographic variations into account. To sum up, this study imagines a future where modern technology revitalises the age-old tradition of Indian ceremonial dress. Opportunity for a more dynamic, inclusive, and ever-changing narrative in the promotion and preservation of traditional Indian attire is presented by this reflection on the delicate balance required to honour tradition while embracing the revolutionary potential of technology.

Keywords : Social Media, Indian Ritual Attire, Online Engagement, Cultural Representation, Consumer Behavior.