Social Networking Strategy for Creating Public Value in Eastern India

Abstract

Throughout Indian society — government authorities, the commercial sector, and the overall public — there is interest in the role that social networking plays in integrating cultural normative values, market exchange, and public administration to create beneficial outcomes for larger segments of society. Reports from contexts where social networking is applied indicate that it integrates the interests of stakeholders in a way that creates satisfactory outcomes for all those connected to the network. However, in spite of its success there is no theoretical framework for applying the social networking strategy in Eastern India to improve social-economic conditions. This article analyzes the role that social networking plays in integrating material values with higher order social values in order to improve market-stakeholders and government authorities-overall public relationships. The article uses cultural values as the basis for developing a theoretical model that can be effectively applied in Eastern India. In addition, the article provides an explanation of the concepts and principles underlying the social networking approach to increasing public value. Thus, the article contributes to the literature describing how to enhance a municipality’s standing as a "smart city," increase transparency, reduce corruption, and how it contributes to sustainable social-economic planning in Eastern India.

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