Published Paper Details:

Digital technology has changed the way human relationships are built to a great extent. It has affected the ways through which people communicate, collaborate, and sustain social and professional ties. In emerging economies like India, such a cultural transformation is quite intricate. It happens against a backdrop of the tightly knotted cultural norms that focus on collectivism, relational embeddedness, and face-to-face interaction. Even though digitally mediated communication - driven by social media platforms, workplace collaboration tools, and algorithm-based communication systems - provides people with great connectivity and efficiency, its results regarding trust, emotional depth, and relational stability are yet to be fully understood in the Indian context. The research compares digital versus traditional relationships in modern India, particularly analyzing the impact of digital mediation on relational quality, trust, and social capital. The study is inspired by management and organizational behavior fields as it explores the coexistence and tension between algorithmic connections and embodied interactions in the personal and professional domains. By means of a mixed-methods research strategy, the research combines empirical evidence from surveys with qualitative insights in order to provide a comprehensive picture of relational experiences of individuals in digitally transformed environments. This publication adds to the knowledge about developing economies by challenging the relationship theories that are too concentrated on the Western world and locating them in the social-cultural and organizational realities of India. It claims that digital relationships in India do not substitute traditional ties but rather transform them, thus resulting in hybrid relational forms that question the existing managerial assumptions about engagement, collaboration, and human connectivity. The research outcomes have theoretical consequences for relationship management and at the same time, they provide organizations with the necessary knowledge on how to keep a balance between technological efficiency and relational sustainability in digitally evolving societies.