Bidyanand Jha, Manpreet Kaur and Kiran Kumar Voleti
The fragmented nature of the Indian industry, coupled with its dynamic nature, demands innovative technologies to record better performance in social media marketing. In this respect, social media-based marketing tools and techniques post a viable means to attain requisite efficiency in performance and elevate productivity in terms of marketing effectiveness. The study aims to identify potential issues as enablers in the adoption of social media marketing by conducting a broad literature review and interacting with the industry and academic professionals. The exercise resulted in the selection of 19 important issues affecting the adoption of social media marketing by Indian organizations, which were later prioritized using the fuzzy decision-making trial and evaluation laboratory (DEMATEL) approach. The outcome of the research reveals that “Trust on the platform”, “Reliable”, “Public opinion”, “Customer Support”, and “User friendliness” are the top five causal issues that impact the adoption of social media marketing in the Indian industry. The research is a new attempt to identify and prioritize possible concerns in using social media platforms for marketing in the Indian context.