Analysis of Influence of Social Media Advertising on Fast Moving Consumer Goods Purchase Decision

Abstract

The swift expansion of social media has revolutionised consumer behaviour, especially within the Fast-Moving Consumer Goods (FMCG) industry. This research explores how social media advertising impacts consumers’ purchasing decisions in the FMCG sector. A descriptive research design was utilised, gathering data from 150 participants through structured surveys. The study evaluated demographic variables, consumer interaction, and the perceived effects of social media campaigns using descriptive statistics, Chi-square tests, and ANOVA. Results indicate that social media advertising has a positive effect on purchase decisions, with influencer marketing and brand interaction being critical factors. Although demographic elements such as gender and age did not show statistically significant variances, younger consumers exhibited a slightly greater responsiveness. The study offers important insights for FMCG marketers to create effective social media strategies that boost brand awareness and encourage purchasing behaviour.

Keywords: Consumer Behaviour, Purchase Decision, Digital Marketing, FMCG, Brand Engagement

View PDF