In the contemporary digital age, media technologies have profoundly transformed cultural practices and commercial activities, creating an interconnected ecosystem where communication, consumption, and culture continuously influence one another. This study examines the interlinkages between media, digital culture, and commerce through an integrated empirical and conceptual approach. The research explores how digital media platforms shape cultural identities, user behaviours, and consumption patterns, while simultaneously redefining commercial strategies, including digital marketing, influencer economies, and platform-based commerce. Using a mixed-method research design, the study combines conceptual analysis with empirical data collected through surveys and secondary sources to assess the impact of digital media on consumer engagement and cultural participation. The study contributes to existing literature by presenting a conceptual framework that explains the dynamic relationship among media, digital culture, and commerce in the digital economy. The paper concludes by highlighting implications for researchers, media professionals, and policymakers in understanding the evolving digital ecosystem and its socio-economic consequences.
Wakchaure Rajaram Nathaji (Sun,) studied this question.