Influence of social media strategies on consumer decision making process an empirical study of select FMCG products

Abstract

In recent scenario contemporary organizations are confronting issues to develop and utilize strategies on social media so as to eventually influence the consumers in their purchase decisions. Thus, this specific study has been conducted to present a significant framework for the managers to use strategies on social media. This study has adopted a combination of qualitative and quantitative research and included the perspective of both consumers of FMCG products and managers of FMCG companies. The results have shown that informational strategies include functional, educational and sales promotion strategies. Moreover, emotional, experiential, brand resonance and social cause strategies remain enclosed under transformational strategies. Also interactional strategies embrace brand relationship, current event, customer relationship and customer co- creation strategies on social media. These strategies have numerous benefits to consumers and companies as per the views of managers. It has been revealed that social media strategies have significant influence on the various stages of the consumer decision making process but to different extent. Even with the introduction of social media as a marketing communication method, the consumer has to cross all the stages in the decision making process before making a final purchase. Moreover, on the basis of the study the marketing professionals need to realize the role of the consumer engagement as it mediates the relationship of social media strategies and consumer decision making process which ultimately encourages them to frame their purchase decision regarding the FMCG products. The results of this study will help managers to understand the usefulness of social media strategies as an important and integral part of the marketing communication strategy. newline