Exploring the Digital Shopper: How Facebook and Instagram Influence Consumer Behavior in the FMCG Sector

Anitha Nallasivam (), S. Mahalakshmi, A. R. Keerthana and Tadpigari Mahesh Babu
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Anitha Nallasivam: CMS Business School, Jain Deemed to Be University, Assistant Professor, Faculty of Management Studies
S. Mahalakshmi: CMS Business School, Jain Deemed to Be University, Assistant Professor, Faculty of Management Studies
A. R. Keerthana: CMS Business School, Jain Deemed to Be University, Research Assistant, Faculty of Management Studies
Tadpigari Mahesh Babu: CMS Business School, Jain Deemed to Be University, Assistant Professor, Faculty of Management Studies

A chapter in Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023), 2024, pp 172-186 from Springer

Abstract: Abstract When it comes to the promotion of goods that move rapidly (FMCG), consumer behavior is crucial. Numerous variables impact this behavior, and in the worldwide world of today, the requirements and tastes of customers change with time. Given that this sector has a big impact on India’s GDP expansion, it is crucial to comprehend changes in consumer FMCG product purchasing trends. Customers’ actions include searching for information and purchasing products, which are prompted by external cues. The purpose of this study is to investigate how social media sites like Facebook and Instagram affect the decisions that customers make about what to buy. The research aims to provide insight into the complex dynamics of contemporary consumer choices in the FMCG sector by investigating the ways in which various platforms impact consumer behavior.

Keywords: Fast Moving Consumer Goods; Product Acquisition; Consumer behavior; purchasing decisions; purchasing decisions (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-374-0_16

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