THE INFLUENCE OF SOCIAL MEDIA ADVERTISING ON CONSUMER PURCHASE BEHAVIOR

Abstract

One of the most popular marketing techniques for FMCG companies to reach their target market is social media advertising. Maximising impact, however, requires an awareness of the elements affecting these ads' efficacy. The purpose of this study was to determine the critical factors that have a major impact on consumers' purchasing decisions in response to FMCG product advertisements on social media. Using a quantitative methodology, the study gathered information by surveying social media users who interact with ads for FMCG brands. The study found that audience relevance, content quality, trust, and engagement are some of the most important elements that have a big impact on how effective social media advertising is.

With the vast majority of respondents falling within the 21–30 age range, the study's findings demonstrated that audience relevance was a crucial component, underscoring the significance of focussing on younger audiences. Respondents preferred captivating images and videos as well as client endorsements and evaluations, indicating that content quality was equally important. Additionally, trust was crucial, and the most important elements in fostering trust were customer evaluations and testimonials as well as brand awareness. Another important aspect was engagement, which was dominant at times but still represented a large amount of contact.

Additionally, the study discovered that weariness and ad structure were important factors. Although respondents favoured brief and captivating video advertisements, they also felt that frequent exposure to advertisements caused ad fatigue. Furthermore, the vast majority thought that advertisements for FMCG products on social media were frequently overstated or deceptive. Lastly, the majority of respondents only suggested things they had personally experienced, indicating that personal experience was the most important element determining recommendations.

Overall, this study emphasises how crucial audience relevance, content quality, engagement, and trust are to the success of social media advertising for fast-moving consumer goods. To build successful campaigns, marketers should concentrate on producing genuine, interesting, and reliable content that appeals to their target market.