Dr.L.Anitha and Dr.G.Nagarajan
Abstract:
In today’s digital age, social media has become a powerful tool influencing consumer decision-making, particularly in the fast-moving consumer goods (FMCG) sector. In this article explores how digital stimuli specifically advertisements on social media websites impact consumer buying behavior toward FMCG products. With the increasing consumption of digital content, brands now leverage platforms like Instagram, Facebook, and YouTube to engage consumers through personalized ads and interactive campaigns. The research investigates key factors such as ad relevance, frequency, emotional appeal, and user engagement to understand their influence on purchasing intent. Using a mixed-method approach, the study analyzes consumer responses across various demographics to assess how digital exposure translates into real-world purchases. Findings indicate that social media advertisements significantly shape consumer perceptions, brand recall, and impulse buying, particularly among younger audiences. The study concludes by emphasizing the importance of strategic digital advertising in enhancing consumer connectivity and brand loyalty within the highly competitive FMCG landscape.
