Published Paper Details:

This study investigates the impact of social media advertising on consumer attitudes and purchase intentions within the FMCG and FMCD sectors in India. Employing a descriptive and causal research design, data were collected through structured online questionnaires from 173 social media users in Hyderabad, focusing on awareness, engagement, and influence of social media ads. Key findings reveal that over 67% of respondents are aware of FMCG and FMCD advertisements, with platforms like YouTube and Instagram being predominant. Video content, music, and innovative ideas significantly enhance engagement, and a majority rely on reviews and recommendations for purchasing decisions. The analysis demonstrates that social media advertising exerts a statistically significant influence on consumer perceptions and behaviors. These results underscore the importance of targeted, engaging digital marketing strategies to foster brand loyalty and drive sales, emphasizing social media's vital role in contemporary consumer engagement and marketing effectiveness.