IMPACT OF DIGITAL MARKETING ON CUSTOMER ENGAGEMENT IN FMCG

Abstract

The purpose of this study is to analyze the effect of Digital marketing on consumers ' brand loyalty in fast-moving consumer goods (FMCG) markets. Quantitative testing strategies have been used in this analysis. A self-administration online survey of the Likert form gathered primary data for the study. The volunteers familiar with the quick transport of consumer goods received from 201 participants. The test sample models were analyzed by using reliability tests and regression analysis. A study found that in fast-moving consumer product markets two separate factors (the electronic word-of-mouth and group communities) impact brand loyalty. However, there was no association between the other two independent variables (Digital Marketing and brand loyalty). The findings will play an important role in improving and increasing customers by using word of mouth and group community marketing tactics.