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VOL. 13, ISSUE 1 (2026)
Analyzing the role of digital transformation in enhancing the impact of social media advertising on FMCG consumer purchase decisions
Authors
Abisha Lalini V, Dr. CL Jeba Melvin
Abstract
This research examines how digital transformation
affects the role of social media advertising in influencing consumer purchasing
decisions within the Fast-Moving Consumer Goods (FMCG) industry. As digital
technologies and online platforms have become more prevalent, marketing has
evolved to be more interactive and reliant on data. Data was gathered from 150
participants and analysed utilising SPSS, which included descriptive
statistics, Chi-Square tests, and ANOVA tests. The results indicate that digital
tools such as artificial intelligence and analytics significantly enhance
consumer engagement, trust, and intention to purchase. The study concludes that
implementing digital transformation strategies allows FMCG companies to enhance
brand visibility and cultivate enduring relationships with consumers.
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Pages:246-249
How to cite this article:
Abisha Lalini V, Dr. CL Jeba Melvin "Analyzing the role of digital transformation in enhancing the impact of social media advertising on FMCG consumer purchase decisions". International Journal of Multidisciplinary Research and Development, Vol 13, Issue 1, 2026, Pages 246-249
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