Influence beyond Connectivity: Understanding the Role of Social Media in Rural Consumers' Smartphone Preferences

The paper attempts to explore the specific mechanisms through which social media would influence the preferences and purchase intentions of rural consumers related to smartphones in the rural part of Dharashiv district of Maharashtra in India. Using a descriptive quantitative research design, primary data was collected from 120 respondents in rural Dharashiv with the help of a structured questionnaire. Based on the Diffusion of Innovation and Uses and Satisfaction Theory, three hypotheses were proposed on content credibility, peer influence and targeted advertising. These findings confirm that though Maharashtra boasts of high internet penetration, social media influence in rural contexts is activated fundamentally by Social Media Peer Influence and Content Credibility. Importantly, relationship found between general social media influence and purchase intention. This implies that digital influence, for high-value purchases, must necessarily actively address core functional concerns. These results therefore provide actionable strategies for marketers on the necessity of vernacular content localization and a focus of content on practical device longevity to connect meaningfully with the aspirational.