Investigating the influence of accessibility on social media marketing for skin care products (FMCG) in Chennai City

Abstract

The rapid expansion of social media platforms has transformed the way Fast-Moving Consumer Goods (FMCG), particularlyskin care products, are marketed and consumed. This study investigates the influence of accessibility on social mediamarketingforskincare products in Chennai City. Accessibility refers to the ease with which consumers can obtain product information,viewadvertisements, compare brands, and engage with influencer content online. Using a structured questionnaire and responsesfrom221participants, the study evaluates how accessible digital content shapes awareness, interest, trust, and purchase decisions. Findingsrevealthat high accessibility—through quick information availability, smooth navigation, easy access to reviews, and fast-loadingcontent—significantly enhances consumer engagement and increases the likelihood of purchase. The research highlights that accessiblesocialmediamarketing is a key driver in shaping consumer preferences in the skincare FMCG sector.