The Impact of Social Media Influencer Marketing on FMCG Product Purchase Intentions

Abstract

Social media influencer marketing has emerged as a key strategy for promoting Fast-Moving Consumer Goods (FMCG) in India. Influencers can sway consumer perceptions, build trust, and increase purchase intention. This study investigates the impact of social media influencer marketing on FMCG product purchase intentions among women consumers. A sample of 100 respondents was collected from Chidambaram town using structured questionnaires. Regression analysis was used to identify the impact of influencer credibility, content quality, and engagement on purchase intention, while Structural Equation Modeling (SEM) examined the relationship between the factors influencing consumer behaviour. Findings indicate that influencer credibility and engagement significantly affect purchase intention, whereas content quality has a moderate impact. The study provides insights for FMCG marketers to optimize influencer campaigns for better consumer conversion.