Tripura is one of the North Eastern states of India inhabited by 71% rural population and a burgeoning 31% tribal population. The state is skirted by Bangladesh from three sides which suffered due to slow paced industrial development. Further, post 8th November 2016, the news of demonetization...

The present study seeks to understand attention to the social comparison information (ATSCI) consumption habits among rural Indian consumers focusing on Tripura as the specific state and investigates its relation with Facebook (FB) status updates. The study analysed findings gathered from 213...