Exploring The Effective Social Media Marketing Strategies of the Fmcg Sector for Establishing the Brand Awareness

Neha Bhagat; Tanushri Mukherjee

doi:10.35516/hum.v52i5.7327

Authors

Neha Bhagat Amity School of Communication, Amity University, Rajasthan, Jaipur, India https://orcid.org/0000-0001-5608-765X
Tanushri Mukherjee Amity School of Communication, Amity University, Rajasthan, Jaipur, India https://orcid.org/0000-0001-5120-7982

DOI:

https://doi.org/10.35516/hum.v52i5.7327

Keywords:

SM, SM Marketing Strategies (SMMS), FMCG sector, digital marketing activities, BA and Marketing Strategies.

Abstract

Objectives: The FMCG (Fast Moving Consumer Goods) sector plays a crucial role in an economy through offering essential goods, generating revenue, global trade contribution and fostering innovation. An effective marketing strategy encompassed with social media (SM) marketing strategies plays a significant role in establishing Brand Awareness (BA) and drives sales in FMCG sector. The objective of the study is to explore the effective social media strategies of FMCG sectors for BA establishments.

Methods: The study explores the SM Marketing Strategies of FMCG sector for establishing BA and analyzed the factors affecting the SM marketing strategies. The current study uses a quantitative research method to collect the data using a structured questionnaire from 450 customers and it uses purposive sampling method. Further, the gathered data has been evaluated with the aid of ANOVA, regression, Correlation and chi-square tests in SPSS software.

Results: The current study outcome has shown that there is significance of SM Marketing Strategies on FMCG sector, there is a significant impact and association among SM marketing strategies and BA. Additionally, the study has found the factors that affect the SM marketing strategies.

Conclusions: As per the results from the current study, the FMCG sector must adapt and evaluate various SM marketing strategies to establish a BA among the consumers. The present study suggested SM platforms like Facebook, Instagram, and Twitter can be used to attain precise goals, market conditions and targeted audience.

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