Role of Digital marketing channels (social media&e-commerceplatform) in women purchase decisionof FMCG

Abstract

Digital marketing has transformed the consumer decision-making process, particularly among women whoactivelyengagewith online platforms while purchasing Fast-Moving Consumer Goods (FMCG). This study examines the influence of social mediachannels and e-commerce platforms on women’s purchasing behaviour, focusing on factors such as advertisements, influencers, onlinereviews, convenience, discounts, and return policies. Using descriptive and analytical research methods, the studyanalyseshowdemographic variables like age and educational qualifications significantly shape women's responsiveness to digital marketingstrategies. The findings reveal that social media interactions—through advertisements, visuals, promotions, andinfluencerendorsements—and e-commerce features—such as home delivery, product ratings, variety, and easy returns—have a strongimpactonFMCG purchase intentions. The results highlight the growing importance of digital channels in shaping modern womenconsumers’decisions and provide insights for marketers to design targeted online marketingstrategies