Impact of Social Media Marketing on Customers of FMCG Products in Madurai District

M Sakthivel

Associate Professor and Head, Department of Business Administration, Mannar Thirumalai Naicker College (Autonomous), Madurai.

Abstract

This study investigates how social media marketing influences consumer behavior toward FMCG (Fast-Moving Consumer Goods) products in the Madurai district of Tamil Nadu, India. Utilizing a mixed-methods approach with survey data and statistical analysis, the research identifies key factors such as brand awareness, social influence, and purchase intention. Factor analysis reveals underlying dimensions of consumer response, while descriptive statistics highlight usage patterns. The findings suggest that targeted social media campaigns significantly affect consumer perception and buying habits. Recommendations for marketers include personalized engagement strategies and content optimization.

Keywords

• Social Media Marketing, FMCG, Consumer Behavior, Factor Analysis.

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Cite this Article as Follows

M, S. (2025). From theory to impact: New visions across disciplines: FTI July 2025 [Hard Bound]. In D. James (Ed.), From Theory to Impact: New Visions Across Disciplines (1st ed., Vol. 1, pp. 1–9). ASDF International. https://edlib.net/2025/fti1/ftijuly2025003.html