A study of the strategic branding techniques used by indian fmcg companies in the digital era

Abstract

Investigating how digital branding tactics impact consumer behavior is the goal of this study, which focuses on the FMCG (fast-moving consumer goods) sector in India. Considering social media's growing effect on purchasing choices, the research aims to examine the connections between brand memory, digital marketing, social media engagement, and consumer interaction with online content.  The research used a survey to examine 500 customers' knowledge, engagement, and responses to several digital branding tactics. The purpose of the data collection was to evaluate the ways in which various digital strategies affect customer behaviour.  The results indicate that a sizable portion of customers follow FMCG businesses on social media. Higher degrees of engagement with digital material have been linked to increased brand loyalty and a higher propensity to buy. Important digital branding techniques that were shown to be successful in influencing customer decisions were influencer endorsements, e-commerce agreements, tailored suggestions, and social media ads.