The increasing prevalence of social media has transformed the way couples plan their weddings and select vendors. This
review article explores the role of social media in shaping wedding vendor choices, with a specific focus on the local
context of Assam, India. By synthesizing insights from the broader literature on social media and consumer decision-
making, as well as the specific dynamics of the global wedding industry, this article aims to provide a comprehensive
understanding of how local and global influences intersect in the Assamese wedding market. The review identifies key
trends, challenges, and implications for wedding vendors, marketers, and consumers in Assam, and offers
recommendations for future research in this evolving field. Ultimately, this article contributes to our understanding of the
complex interplay between social media, cultural traditions, and the wedding industry in an increasingly interconnected
world.