Indian Matrimony and Social Media in Digital Era: Analytical Perspective

Abstract

The institution of marriage holds a deep cultural and societal significance in India, where matrimony is often viewed as a sacred bond extending beyond the couple to include families and communities. Traditionally, the process of finding a suitable partner was handled through community networks, family references, or matrimonial brokers. However, the digital era has brought about substantial changes to this process, with social media playing an increasingly pivotal role. Over the past decade, the proliferation of social media platforms like Facebook, Instagram, and WhatsApp, combined with specialized matrimonial websites and apps such as Shaadi.com and Bharat Matrimony, has transformed the way Indians approach matrimony. These digital platforms offer a unique convergence of tradition and technology, allowing individuals greater autonomy and choice in selecting their life partners while still adhering to cultural values and familial expectations. Social media has not only broadened the scope for partner selection but also provided unprecedented access to information about prospective matches, making the process faster and more transparent. In India, marriage is a significant phase in an individual's life, symbolizing social adulthood. Traditionally, matchmaking in India has been a face-to-face process, heavily reliant on family and relatives, with a strong preference for parental involvement. However, the introduction of technology and social media in the matrimonial space has transformed this traditional, time-intensive process, granting individuals greater autonomy and control over their choices. Today’s youth prefer online platforms for dating, seeking greater control in selecting partners. These virtual matchmaking platforms are interactive, offering services and features that attract users. With over a hundred such platforms currently operating in India, many provide similar features, which can sometimes create confusion among users. Trust remains a critical factor in ensuring users feel secure in engaging with such platforms. A lack of trust can lead to decreased user satisfaction, impacting the platform's reputation and revenue. To mitigate this risk, it is essential for online matchmaking platforms to build and maintain trust with both new and existing users. Doing so enhances customer happiness and provides long-term benefits to the organization. This study proposes a Theoretical Framework to address trust issues in virtual matchmaking portals.