The Influence of Social Media Marketing on FMCG Consumer Behaviour

Abstract

Social media has become a dominant promotional channel for Fast-Moving Consumer Goods (FMCG) brands, reshaping how consumers perceive, evaluate, and purchase everyday products. This study examines the influence of social media marketing on FMCG consumer behaviour using the Stimulus–Organism–Response (SOR) framework as the theoretical foundation. The research explores how key marketing stimuli—such as content quality, targeted advertising, influencer endorsements, and brand interactions—shape consumers’ psychological responses, including engagement and trust, ultimately driving purchase intention. Findings indicate that visually appealing and relevant content, combined with credible influencer communication and active brand engagement, significantly enhances consumer trust and increases the likelihood of purchasing FMCG products through social media. The study highlights the growing importance of digital platforms in shaping purchase decisions and provides strategic insights for FMCG marketers seeking to strengthen brand–consumer relationships in an increasingly digital-driven marketplace.