摘要：A lot is happening over social platforms these days. Relationship building or so-called networking has transformed over the last few decades, all thanks to the social media revolution dating back to the emergence of web 2.0 (Zhang et al., 2014; Wang and Zhang, 2012). The total population of active social media users as of 2018 stands at 3.196 billion i.e., 42% of the world population, 13% greater than 2017 (Global Digital Report, 2018). According to the report, the growth in social media reach is even higher in Asia-pacific region with 31% increase over the last year in India. Thus, it can be inferred that compared to developed countries where the annual rate of social media penetration is less than the global average, emerging nations such as India, China, Indonesia etc. are the potential places of intense social networking activities. Taking the case of India which is one of the fastest growing emerging countries, the Social Networking Sites (SNS) such as Facebook, Instagram etc. have become the preferred mode of audience channel (Statista Report, 2017).
