Factors Influencing Influencer Marketing in Shaping FMCG Purchase Decisions Among Urban Consumers

Abstract

The emergence of social media platforms has profoundly transformed the marketing landscape for Fast Moving Consumer Goods (FMCG) brands, positioning influencer marketing as an essential promotional strategy. This study investigates the factors that affect influencer marketing in shaping the purchase decisions of consumers regarding fast-moving consumer goods in Chennai. The process of purchasing FMCG involves a systematic approach characterised by five distinct stages: the recognition of needs, the search for information, the evaluation of alternatives, the decision to purchase, and the subsequent behaviour following the purchase. This study is categorised as descriptive, with a total of 154 respondents participating in the survey conducted in Chennai. The respondents are selected using the convenience sampling method. The study instrument utilised is a questionnaire. The application of exploratory factor analysis serves to identify the various factors that influence influencer marketing and its role in shaping the purchasing decisions of consumers within the FMCG sector. The calculated value of Cronbach's alpha is 0.841. The data analysis is performed using SPSS version 26. The factors that influence the effectiveness of influencer marketing on consumer purchasing decisions regarding fast-moving consumer goods include attractiveness, expertise, content quality, engagement and authenticity. This study contributes to the existing body of knowledge on consumer behaviour by integrating aspects of influencer marketing into the decision-making framework specific to the fast-moving consumer goods sector. This research outlines the managerial implications, emphasising strategies for fast-moving consumer goods brands to forge influencer partnerships that bolster trust, engagement, and purchase loyalty within urban Indian consumer segments