The Future of Influence: A Study on the Changing Work Culture Dynamics Referring Social Media Influencers

Abstract

Industry 4.0 has brought in many changes to the way organization, leadership roles, and people used in work in the past. But with the changing times and growing fondness towards digital platform has surely brought in the hype in the entrepreneurial culture. This study aims at exploring the growing fondness of this new normal culture of social media and its impact on changing the work culture organization used to have with special mention to the Covid times. The researcher aims to focus the study mainly on the growth of social platforms like YouTube, Facebook, Instagram in developing nations like India. The study aims to bring in measures to investigate how a medium to promote business became the sole business and what new ways can be developed to increase participation of people without this way as developing nations like India still lacks basic infrastructures in the majority of places. The literature took a base from Hofstede’s cultural study and authors tried to analyze the behavioral aspect of people in adapting the changes with reference to current times. The study will be based on mixed-method data collection and will have primary and secondary data and the author aims to explore the prospects of entrepreneurship in these new normal digital influencing platforms. The biggest strength in this regard is capital, manpower, and infrastructure which happened to be pillars of the organization and ultimately the economy. But now the question of the hour is: are we creating new horizons of employment or are we heading to not end up the productive sustainability of people by cutting the chain?