The Use of Social Media Marketing Among Online Fashion Companies in India

Digital transformation has become a strategic imperative for organizations seeking competitiveness, yet most efforts still focus primarily on technology rather than the human factors that determine change success. This study examines the role of Human Resource (HR) management in leading and sustaining change during digital transformation, emphasizing HR leadership, analytics, training, and digital culture initiatives. The research addresses gaps in existing literature by analyzing how HR leadership style and communication, data-driven HR analytics, and continuous upskilling influence employee engagement, resistance, confidence, and overall transformation outcomes. A quantitative and qualitative design is proposed, using surveys and interviews with HR managers and employees in organizations undergoing digital change, supported by secondary data from recent HR and organizational studies (2020–2025). The expected findings are that proactive HR leadership, effective use of HR analytics, and sustained training and cultural initiatives reduce resistance, enhance workforce agility, and significantly improve change management effectiveness and digital transformation success.