SOCIAL MEDIA CONSUMPTION PATTERNS AND CULTURAL ORIENTATION IN TELANGANA: A CROSS-PLATFORM CONSUMER BEHAVIOR STUDY

This study examines how individual cultural orientation influences social media consumption patterns, engagement behaviors, and purchase intentions among consumers in Telangana, India. Despite India's rapid digital adoption, empirical research examining within-culture variation in social media behavior remains sparse. Using primary survey data (n=425) from urban and semi-urban Telangana, we employ Structural Equation Modeling (SEM) and multivariate regression to test relationships between cultural values (individualism-collectivism, power distance), usage motives (entertainment, information-seeking, social connection), platform preferences, and consumer outcomes. Results reveal that collectivist orientation significantly predicts preference for visually-oriented platforms (Instagram, YouTube) and passive consumption behaviors, while individualist orientation associates with expressive platforms (Twitter/X) and active content creation. Entertainment motives mediate the relationship between cultural orientation and engagement intensity. Privacy concerns moderate purchase intention across all platform types. Findings contribute to understanding intra-cultural heterogeneity in emerging digital markets and offer actionable insights for platform designers and marketers targeting diverse consumer segments within rapidly digitalizing regions. This research addresses critical gaps in cross-platform consumption literature by focusing on regional cultural dynamics in India's digital economy. Keywords: Social Media Consumption, Cultural Orientation, Consumer Behavior, Digital Engagement, India, Platform Preference