IDEAS home Printed from https://ideas.repec.org/p/sek/ibmpro/3405808.html
   My bibliography  Save this paper

Impact of social media marketing on FMCG sector in India

Author

Listed:
  • Ujjwal Dave

    (Pandit Deendayal Petroleum University)

Abstract

Since the very advent of social media,it borethe potential to transform the dynamic of marketing.This transformation promised to be so dramatic that it could not be ignored or overlooked. The corporate overlords embraced social media and acknowledged its importance in their collective marketing arsenal.The relevance of social media has been observed practically, not just in theory, in every market around the world. The ease of access and the exponential growth in the sheer volume of the market that social media brings is undeniable. Social media?s cause is aided by the ever increasing number of electronic gadgets in every household. In car terminology, if our computing devices are analogous to the wheels of a hypothetical car then the mobile platform is the equivalent of attaching wings to that car. It gives social media a whole new dimension. Social media itself is an all-inclusive term for websites that may provide radically diverse social interactions. For instance, Twitter is a website designed to let people broadcast short inferencesor ?tweets? to the rest of the world. Facebook, in contrast, is a full-fledged social networking site that allows us to share various types of content to a massive audience around the world by transcending almost every restriction posed bygeography. Facebook has effectively made this world a ?smaller? place. The significance of social media in the Indian FMCG market can be observed by analyzing the ?hustle and bustle? of the market.Various FMCG giants like Cadbury, Nestle, Pepsi Co, etc. have designed targeted social media campaigns that have been successful in the recent past. It has been observed that the youth are very responsive to such campaigns. So , the fact that 50% of the total population in India is below 30 years of age (Nelson 2014) gives further incentive to continue investing in conducting such campaigns. This research tries to broadly describe the use of social media inthe various aspects of the Indian FMCG sector. The primary research mainly focuses on the application of various social media tools in marketing of FMCG products and also investigates the use of social media as a tool for collecting feedback.

Suggested Citation

  • Ujjwal Dave, 2016. "Impact of social media marketing on FMCG sector in India," Proceedings of Business and Management Conferences 3405808, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:ibmpro:3405808
    as

    Download full text from publisher

    File URL: https://iises.net/proceedings/3rd-business-management-conference-lisbon/table-of-content/detail?cid=34&iid=007&rid=5808
    File Function: First version, 2016
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    2. Jamal El-Den & Pratap Adikhari & Pratap Adikhari, 2017. "Social media in the service of social entrepreneurship: Identifying factors for better services," Journal of Advances in Humanities and Social Sciences, Dr. Yi-Hsing Hsieh, vol. 3(2), pages 105-114.
    3. Monica Patrut, 2015. "Candidates In The Presidential Elections In Romania (2014): The Use Of Social Media In Political Marketing," Studies and Scientific Researches. Economics Edition, "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences, issue 21.
    4. Femke Hilverda & Margôt Kuttschreuter, 2018. "Online Information Sharing About Risks: The Case of Organic Food," Risk Analysis, John Wiley & Sons, vol. 38(9), pages 1904-1920, September.
    5. Irina Maiorescu & Razvan Dina & Alexandru Doru Plesea & Alecu Felician, 2015. "The Impact of Facebook Upon Social Skills of Young People ? a Business Employment Perspective," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(Special 9), pages 1289-1289, November.
    6. Robiady, Nurlita Devian & Windasari, Nila Armelia & Nita, Arfenia, 2021. "Customer engagement in online social crowdfunding: The influence of storytelling technique on donation performance," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 492-500.
    7. Abdullah Yahia Moqbile Ahmed, 2017. "The Impact of Exposure to Advertisement Online on Purchase Decision Empirical Study of Saudi Customers in Western Region," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(7), pages 366-386, July.
    8. Xing Wan & Javier Cenamor & Jing Chen, 2017. "Exploring Performance Determinants of China’s Cable Operators and OTT Service Providers in the Era of Digital Convergence—From the Perspective of an Industry Platform," Sustainability, MDPI, vol. 9(12), pages 1-19, December.
    9. Benjamin Appiah Osei & Ama Nyenkua Abenyin, 2016. "Applying the Engell–Kollat–Blackwell model in understanding international tourists’ use of social media for travel decision to Ghana," Information Technology & Tourism, Springer, vol. 16(3), pages 265-284, September.
    10. Kaur, Puneet & Dhir, Amandeep & Bodhi, Rahul & Singh, Tripti & Almotairi, Mohammad, 2020. "Why do people use and recommend m-wallets?," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    11. Polat Can & Ilker Çetin, 2017. "A Research on the Comparison of the Effect of Benefits Obtained from Social Media Marketing to Brand Commitment in Terms of Domestic and Foreign Consumers," International Business Research, Canadian Center of Science and Education, vol. 10(2), pages 29-42, February.
    12. Sindy Liu & Patsy Perry & Gregory Gadzinski, 2019. "The implications of digital marketing on WeChat for luxury fashion brands in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 395-409, July.
    13. Dessart, Laurence & Pitardi, Valentina, 2019. "How stories generate consumer engagement: An exploratory study," Journal of Business Research, Elsevier, vol. 104(C), pages 183-195.
    14. Giannis Milolidakis & Demosthenes Akoumianakis & Chris Kimble, 2013. "Digital traces for business intelligence: A case study of mobile telecoms service brands in Greece," Post-Print halshs-00954440, HAL.
    15. Lashgari, Maryam, 2014. "Social Media Technology Deployment in B2B: A Case Study," INDEK Working Paper Series 2014/9, Royal Institute of Technology, Department of Industrial Economics and Management.
    16. Lagin, Madelen & Gebert-Persson, Sabine, 2015. "Defining the links between retail price strategies and price tactics," HUI Working Papers 110, HUI Research.
    17. Maja Martinović & Valentina Pirić & Kristijan Krkač, 2020. "The Implications of Facebook in Political Marketing Campaigns in Croatia," Central European Business Review, Prague University of Economics and Business, vol. 2020(4), pages 73-95.
    18. Yunhong Hao & Qamar Farooq & Yuan Sun, 2018. "Development of theoretical framework and measures for the role of social media in realizing corporate social responsibility through native and non‐native communication modes: Moderating effects of cro," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 704-711, July.
    19. Andreea Ionescu & Laurentiu-Dan Anghel & Gheorghe Jinga, 2014. "Organizations` Responsibility in Maintaining the Security of Personal Data posted Online by Romanian Consumers: an Exploratory Analysis of Facebook and Linkedin," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(35), pages 273-273, February.
    20. Stachowiak-Krzyżan Magda, 2021. "Involvement of Generation Z in the Communication Activities of Clothing Brands in Social Media — The Case of Poland," Marketing of Scientific and Research Organizations, Sciendo, vol. 41(3), pages 115-136, September.

    More about this item

    Keywords

    Fast Moving Consumer Goods (FMCG); Supply Chain Management (SCM);

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sek:ibmpro:3405808. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Klara Cermakova (email available below). General contact details of provider: https://iises.net/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.