Internet of Things and social platforms: an empirical analysis from Indian consumer behavioural perspective

ABSTRACT Internet technology has flourished in India keeping pace with other developing countries. In keeping pace with this advancement, the Internet of Things (IoT) technology is also spreading in India. Government of India (GOI) has realised IoT’s business prospect and published draft policy on IoT in 2015. To achieve a better result, the prospective users are required to be kept aware regarding the prospect of IoT and for this, social media is expected to play a pivotal role. Social media can highlight advantages of IoT and in turn, these advantages would be made known to other potential users through Word of Month (WOM). This would bring in projection of a new business paradigm as contemplated by GOI. The purpose of this paper is to identify the factors affecting actual use of IoT by the potential users of India and to develop a conceptual model. The model has been verified through survey with inputs from 208 participants identified from three metropolitan cities of India. The responses have been quantified through 5-Point Likert scale. The result shows the implication that social media and WOM almost equally influence Indians to use IoT.

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