THE INFLUENCE OF SOCIAL MEDIA IN INDIAN CULTURE

This study investigates the growing influence of social media on cultural values, behavioural patterns, and lifestyle choices among users in the Coimbatore district of India. With increased smartphone penetration, internet access, and digital literacy, platforms like Instagram, YouTube, and Facebook have become central to communication and self-expression, especially among the youth. While these platforms foster connectivity and provide exposure to global trends, they also challenge traditional Indian values and reshape regional cultural identities. Using a descriptive research design and a non- probability convenience sampling method, the study explores how social media impacts areas such as communication, education, mental well-being, consumer behaviour, and cultural preservation. The research aims to identify the most affected cultural domains and provide insights that could guide educators, policymakers, and communities in managing the balance between embracing digital advancements and preserving cultural heritage.