Purpose: Present study aims at studying impact of social media marketing activities & user engagement activities (independent variable) on online shopping behavior of pottery consumers (dependent variable) with consumer socialization as mediating variable.

Research Methodology: Exploratory research design and convenience sampling on 85 pottery consumers from Sagar district of Madhya Pradesh were surveyed using structured questionnaire. For further analysis, Smart PLS SEM 4 is used.

Findings: No effect of social media marketing activities on online shopping behavior of pottery consumers was found. User engagement activities are significantly related to consumer socialization & online shopping behavior. The mediating role of consumer socialization results in insignificant effect of turning social media marketing activities and user engagement activities into online shopping behavior of pottery consumers.

Research limitations: Study is limited as the reason behind this insignificant effect such as absence of marketing strategy, lack of basic infrastructure and societal perception about pottery are only quoted.

Practical implications: Increase social media usage can open doors of opportunities to pottery but infrastructure facilities and change in marketing strategy can help pottery products gain their place in the market.

Originality/Value: Previous studies included adoption of social media by pottery producers but the present study talks about how social media marketing activities with consumer socialisation & user engagement activities can influence pottery products.