ISSN2320-2882
Impact Factor9.17
UGC ParametersAligned
Low Cost₹1501 / $59
CrossRefDOI
ESTD2013
Peer ReviewTransparent
AccessOpen
Submission: Always Open
Paper Title
DIGITAL MARKETING INFLUENCE ON FMCG PRODUCT CONSUMERS' BUYING INTENTION AND BEHAVIOUR
Authors
Ms.P.Saranya, , Dr.A.Ananth,
Keywords
Digital Marketing, Online Reviews, Influencer Marketing, Email Marketing, Video Marketing,
Abstract
The rapid growth of digital technologies has significantly transformed consumer buying behaviour, particularly in the Fast-Moving Consumer Goods (FMCG) sector. This study examines the impact of digital marketing tools--namely online advertising (search and display), social media marketing and online reviews, influencer marketing, and email and video marketing--on consumer buying intention and buying behaviour. The study is based on primary data collected from 153 respondents using a structured questionnaire and snowball sampling technique. Structural Equation Modeling (SEM) was employed to analyze the relationships among the variables. The findings reveal that online advertising, influencer marketing, and email and video marketing have a significant positive influence on buying intention, while social media marketing and online reviews do not show a significant effect on intention. Furthermore, all digital marketing variables significantly influence consumer buying behaviour, except influencer marketing, which shows a significant negative relationship. The study highlights that different digital marketing tools influence consumer intention and behaviour in distinct ways. The results provide valuable insights for marketers to design effective digital strategies in the FMCG sector by focusing on credibility, personalization, and customer engagement. Overall, the study emphasizes the growing importance of digital marketing in shaping modern consumer behaviour.
Full Paper, Downloads & Preview
How To Cite
Choose the style your journal or department asks for, then copy it. Every version below is generated from this paper's own record.
IJCRT — journal style
"DIGITAL MARKETING INFLUENCE ON FMCG PRODUCT CONSUMERS' BUYING INTENTION AND BEHAVIOUR", IJCRT - International Journal of Creative Research Thoughts (www.ijcrt.org), ISSN:2320-2882, Vol.14, Issue 5, page no.i429-i434, May 2026, Available :https://ijcrt.org/papers/IJCRT2605947.pdf
APA — 7th edition
Ms.P.Saranya, & Dr.A.Ananth. (2026). DIGITAL MARKETING INFLUENCE ON FMCG PRODUCT CONSUMERS' BUYING INTENTION AND BEHAVIOUR. International Journal of Creative Research Thoughts, 14(5), i429-i434. https://ijcrt.org/viewpaperforall.php?paper=IJCRT2605947
MLA — 9th edition
Ms.P.Saranya, and Dr.A.Ananth. "DIGITAL MARKETING INFLUENCE ON FMCG PRODUCT CONSUMERS' BUYING INTENTION AND BEHAVIOUR." International Journal of Creative Research Thoughts, vol. 14, no. 5, 2026, pp. i429-i434, https://ijcrt.org/viewpaperforall.php?paper=IJCRT2605947.
Chicago — 17th, bibliography
Ms.P.Saranya, and Dr.A.Ananth. "DIGITAL MARKETING INFLUENCE ON FMCG PRODUCT CONSUMERS' BUYING INTENTION AND BEHAVIOUR." International Journal of Creative Research Thoughts 14, no. 5 (2026): i429-i434. https://ijcrt.org/viewpaperforall.php?paper=IJCRT2605947.
Harvard — author–date
Ms.P.Saranya and Dr.A.Ananth (2026) 'DIGITAL MARKETING INFLUENCE ON FMCG PRODUCT CONSUMERS' BUYING INTENTION AND BEHAVIOUR', International Journal of Creative Research Thoughts, 14(5), pp. i429-i434. Available at: https://ijcrt.org/viewpaperforall.php?paper=IJCRT2605947
IEEE — numbered reference
Ms.P.Saranya and Dr.A.Ananth, "DIGITAL MARKETING INFLUENCE ON FMCG PRODUCT CONSUMERS' BUYING INTENTION AND BEHAVIOUR," IJCRT, vol. 14, no. 5, pp. i429-i434, May. 2026.
Vancouver — biomedical
Ms.P.Saranya, Dr.A.Ananth. DIGITAL MARKETING INFLUENCE ON FMCG PRODUCT CONSUMERS' BUYING INTENTION AND BEHAVIOUR. IJCRT. 2026 May;14(5):i429-i434.
AMA — 11th edition
Ms.P.Saranya, Dr.A.Ananth. DIGITAL MARKETING INFLUENCE ON FMCG PRODUCT CONSUMERS' BUYING INTENTION AND BEHAVIOUR. IJCRT. 2026;14(5):i429-i434. Accessed at https://ijcrt.org/viewpaperforall.php?paper=IJCRT2605947
BibTeX — Zotero, Mendeley, LaTeX
@article{IJCRT2605947,
author = {Ms.P.Saranya and Dr.A.Ananth},
title = {DIGITAL MARKETING INFLUENCE ON FMCG PRODUCT CONSUMERS' BUYING INTENTION AND BEHAVIOUR},
journal = {International Journal of Creative Research Thoughts},
volume = {14},
number = {5},
pages = {i429-i434},
year = {2026},
month = {May},
issn = {2320-2882},
url = {https://ijcrt.org/viewpaperforall.php?paper=IJCRT2605947}
}
RIS — EndNote, RefWorks
TY - JOUR
AU - Ms.P.Saranya
AU - Dr.A.Ananth
TI - DIGITAL MARKETING INFLUENCE ON FMCG PRODUCT CONSUMERS' BUYING INTENTION AND BEHAVIOUR
T2 - International Journal of Creative Research Thoughts
JA - IJCRT
VL - 14
IS - 5
PY - 2026
SN - 2320-2882
UR - https://ijcrt.org/viewpaperforall.php?paper=IJCRT2605947
SP - i429-i434
ER -
Issue
Volume 14 Issue 5,
May-2026
Pages : i429-i434
Article Information
- Pages
- i429-i434
- Published
- May 2026
- Registration ID
- IJCRT_307875
- Published Paper ID
- IJCRT2605947
- Research Area
- Commerce All
- Author Type
- Indian Author
- Location
- Thanjavur, Tamil Nadu, India
- Peer Review
- Request Peer Review Report
- Licence
- CC BY 4.0 · Open Access
- ISSN & Impact Factor
- 2320-2882 · IF 9.17
- Downloads
- 129
- Permanent Link
- https://ijcrt.org/viewpaperforall.php?paper=IJCRT2605947
- Published Paper PDF
- https://ijcrt.org/papers/IJCRT2605947.pdf
Summarise this Paper with AI
Opens your assistant with a prepared prompt. AI summaries can be incomplete or wrong — read the full paper before citing it.
Author Services
Certificates, printed copies and official reports for this paper
Published authors can request a hard copy of their certificate or of the printed journal, and obtain the transparent peer review and plagiarism reports for this article — each issued against this paper’s registration record.
Registration ID IJCRT_307875Printed copies
Hard Copy of CertificatePrinted certificate for each author, posted to you.
Hard Copy of JournalA bound printed copy of the issue this paper appears in.
Reports & recognition
Transparent Peer Review Report
The reviewer comments and decisions behind this article.
Turnitin Plagiarism Report
The similarity check run on this manuscript.
Best Paper Nomination
Put this article forward for the issue’s best paper award.
Requests are verified against the registration ID of this article.
About Publisher
International Journal of Creative Research Thoughts
Published by IJCRT Publication
2320-2882
ISSN
9.17
Impact Factor
2013
ESTD Year
Open
Access
Impact Factor 9.17, calculated from Google Scholar citation data — see how it is worked out.
An international scholarly open access journal: peer-reviewed, refereed, multidisciplinary, monthly and multilingual, with Crossref DOI registration, rich metadata and a citation generator. Verified indexing & discovery records.
IJCRT is a Transparent, Peer-Reviewed, Open Access Journal (Refereed Journal). Following the discontinuation of UGC and UGC-CARE journal listing, IJCRT is aligned with UGC’s Suggested Parameters for Choosing Peer-Reviewed Journals. UGC Public Notice
Licence
© 2026 — Authors hold the copyright of this article.
This work is licensed under a
Creative Commons Attribution 4.0 International License
and The Open Definition.
This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0),
which permits unrestricted use, distribution and reproduction in any medium, provided the original author and source are credited.
Disclaimer:
The content, data and findings in this article are based on the authors’ research and have been
peer-reviewed for academic purposes only. Readers are advised to verify all information before practical
or commercial use. The journal and its editorial board are not liable for any errors, losses or
consequences arising from its use.
Declarations
Funding
No external funding was received for this study.
Conflict of Interest
The authors declare that they have no conflict of interest.
Acknowledgements
The authors would like to thank the reviewers and the editorial board of International Journal of Creative Research Thoughts for their careful reading and constructive comments, and all colleagues who supported the preparation of this manuscript.
About the Journal
9.17Impact Factor
UGC AlignedSuggested Parameters
TransparentPeer Review
Open AccessNo Paywall
CrossrefDOI Available
Monthly12 Issues / Year
Since 2013Established
2320-2882ISSN
How Publication Works
1Submit Your PaperOnline or by email. A registration ID is issued straight away.
2Transparent Peer ReviewDouble-blind review by subject experts, reported openly.
3AcceptanceThe result reaches you by email and SMS against your registration ID.
4Published Open AccessFree to read worldwide, with certificate and letter ready to download.
Article Impact
59Views
41Downloads
100Total reads
May 2026Published
Published · 165 days ago
Today · last read today
2.0 views and 1.4 downloads per day over 29 days counted.
Counts exclude identified crawler traffic and repeat hits from the same reader within 30 minutes. Downloads reached directly through a search engine or an existing citation link are not included, so the figure is a conservative count of activity through this site. Full statistics
Discovery & Indexing
Find this paper on search engines and scholarly indexes, and check the journal’s verified records.
Find this paperSearch
Google ScholarExact-title search, with citing articles once indexed.Search
CrossrefMetadata search across all Crossref records.Search
Semantic ScholarAI-powered literature search.Search- BASEBASEBielefeld Academic Search Engine — open-access harvester.Search
ResearchGateResearch network publication search.Search
Journal recordsVerified
“Search” opens a live search for this paper; “Verified” opens a journal record checked on the Indexing & Discovery page. Third-party services index at their own discretion, often several weeks after publication.
