THE INFLUENCE OF SOCIAL MEDIA ADVERTISING ON PURCHASE BEHAVIOUR TOWARDS FAST-MOVING CONSUMER GOODS: A LITERATURE REVIEW

T.C. Chen

No 5eujk, OSF Preprints from Center for Open Science

Abstract: Traditional advertising is the main media employed by marketers in the FMCG sector to affect consumers decisions. However, people are exposed to plenty of advertising media from various forms and different channels every day, especially from social media. Therefore, digital advertising should be more powerful than traditional advertising in this era. This paper seeks to study when consumers choose daily necessities, whether these advertisements affect their decisions, and whether social media advertising effectively influences consumers purchase decisions. In order to promote the development of digital and social media advertising research in the FMCG sector, this paper proposes further research directions.

Date: 2021-12-15
New Economics Papers: this item is included in nep-mkt and nep-pay
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:5eujk

DOI: 10.31219/osf.io/5eujk

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