Toward Understanding the Cultural Influences on Social Media Use of Middle Class Mothers in India

BSTRACT This paper presents a preliminary investigation into the cultural influences on social media use of middle class mothers in India. We focus on the interplay of cultural beliefs, norms, and social and familial structures that shape their perceptions which in turn influence information sharing and seeking, and social capital building. We conducted semi-structured interviews with 23 middle class mothers in India and found that cultural practices, traditions, and the presence of trusted offline strong-tie networks influenced their social media engagement.