Influence of Social Media Strategies on Consumer Decision- Making Process: A Mediating Role of Consumer Engagement

Abstract

Social Media has become a substantial component in the marketing communication of modern organizations. Social media marketing encompasses both firm-generated and user-generated content, effectively fostering consumer connectivity with brands and companies, thereby influencing their preferences for products and services. Consumer engagement serves as a prominent factor, leading consumers to launch meaningful interactive brand-related conversations and experiences, primarily in online settings. This research ascertains the mediating role of consumer engagement in the relationship between social media strategies and the consumer decision-making process for Fast Moving Consumer Goods (FMCG). A descriptive research design and multi-stage sampling were employed to get the responses from the users of FMCG products in selected states of North India. Baron and Kenny’s Model for mediation analysis in regression has been conducted to test the hypothesis. The results of the study reflected the partial mediation of consumer engagement in the relationship between social media strategies and the consumer decision-making process for FMCG products. This study provides marketers with a novel approach, suggesting that they can foster consumer engagement on social media platforms related to products or brands, enabling consumers to actively influence the decision-making process for FMCG products. This framework offers them an opportunity to expand their customer base, enhance product offerings, and ultimately boost sales of FMCG products by influencing prospective consumer behavior.