THE ROLE OF SOCIAL MEDIA IN MARKETING COMMUNICATIONS TOWARDS FAST MOVING CONSUMER GOODS

DOI: https://doie.org/10.10399/APER.2025304833

Authors:

K Chandramouli Raju, Vijaya Rudraraju, M Siva Krishnam Raju

Keywords:

Fast-Moving Consumer Good, Digital marketing, Communication, Social media

Abstract:

With the fast changing world of online, marketing communications have transitioned away from static media in favor of more engaging digital platforms. Chief among these is social media a game changer when it comes to how brands and consumers communicate. FMCG goods not just fast-moving, but usually cheap and bought often have always been disproportionately reliant on the brand recall and emotional pull. TV, print, and radio channels have traditionally been used extensively for FMCG advertising. Assessment of social media marketing effectiveness in FMCG's across the cities of South India is essential in creation of appropriate communication strategies. Organized retail in India began during the pre-independence period when major Indian business houses established themselves.

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