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@article{173969,
        author = {Dr.S.Kalpana and S.Deepika},
        title = {IMPACT OF SOCIAL MEDIA MARKETING TOWARDS FMCG PRODUCTS : PUBLIC PERSPECTIVE},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {10},
        pages = {2493-2504},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=173969},
        abstract = {The increasing adoption of social media marketing in the FMCG sector has transformed consumer-brand interactions, influencing purchase decisions, engagement, and public perception. This study explores the impact of social media marketing strategies on FMCG consumer behavior, emphasizing audience engagement and public perception, while also analyzing how demographic factors such as age and education shape marketing effectiveness. With digital marketing evolving rapidly, understanding these dynamics is crucial for FMCG brands to optimize their strategies and consumer outreach. The study employs a Descriptive Research Design and Convenience Sampling method, gathering data from 127 respondents through structured questionnaires. The analysis utilizes Simple Percentage Analysis, Descriptive Statistics, ANOVA, and Correlation Analysis to evaluate the interconnections between social media marketing strategies, consumer engagement, and public perception. Findings reveal that younger, educated consumers are the most engaged in FMCG purchases and social media interactions. Personal Care, Food, and Beverage products are the most frequently purchased categories, while marketing effectiveness is driven by hashtags, engaging content, and brand responsiveness. Statistical results confirm that age influences social media marketing strategy effectiveness, whereas education impacts all three dimensions—marketing strategies, audience interaction, and public perception. Based on these findings, the study suggests that brands should tailor marketing content based on demographic insights, focusing on interactive, visually appealing, and trustbuilding strategies. The study concludes that social media marketing significantly impacts FMCG consumer behavior, reinforcing the need for data-driven, consumer-centric marketing approaches to strengthen brand trust, engagement, and long-term loyalty in the competitive FMCG sector.},
        keywords = {Social Media, FMCG Marketing, Consumer Behavior, Brand Engagement, Digital Advertising, Public Perception},
        month = {March},
        }