Leveraging Select Digital Platforms for Consumer Engagement and Sales in Fmgc Industry with Mediation of Demographic Factors

Abstract

This study investigates the impact of select digital platform features on consumer engagement and sales in the Fast-Moving Consumer Goods (FMCG) industry, with a particular focus on the mediating role of demographic factors. The independent variables examined include Digital Platform Usability, Personalization Features, Interactive Content, Trust and Security, and Customer Support and Services, while the dependent variable comprises Customer Engagement and Sales. A structured questionnaire was administered to a sample of FMCG consumers and descriptive statistics including mean and standard deviation were used to summarize the respondents’ demographic characteristics. To ensure measurement reliability, Cronbach’s alpha was computed for each construct, all of which demonstrated acceptable internal consistency. Confirmatory Factor Analysis (CFA) was conducted to assess the validity and goodness-of-fit of the measurement model. Subsequently, Structural Equation Modeling (SEM) was employed to examine the hypothesized relationships and the mediating effect of demographic variables such as age, gender, education, occupation and income. The analysis revealed that digital platform features positively influence customer engagement and sales, with demographic characteristics playing a partial mediating role. The findings offer actionable insights for FMCG marketers and digital strategists, highlighting the importance of tailoring digital experiences to diverse consumer segments. The results provide valuable insights for FMCG companies aiming to optimize digital strategies for improved consumer interaction and revenue outcomes. The study contributes to the growing body of literature on digital marketing effectiveness and provides a framework for leveraging digital touchpoints in the evolving consumer landscape.