Impacts of Digital Marketing Strategies on Brand Loyalty of Fast Moving Consumer Goods

Abstract

Since the advent of the digital era, every bleak aspect of the market has shifted to the intangible digital world. Be it marketing, advertising, selling, or interactive platforms for customers, the digital world has taken the market by storm. Digital marketing offers a range of tactics that enable companies to target specific audiences, track consumer behavior, and measure the effectiveness of marketing. Digital marketing strategies have a significant impact on the sales of FMCG products. The study examines the impacts caused by digital marketing strategies on brand loyalty of FMCGs. The study is empirical in nature conducted based on the opinions of consumers using the digital marketing of FMCG products. The primary data are gathered by the researcher via a well-designed, organized, and complete questionnaire. A technique known as snowball sampling is being used to gather information from customers who are buying fast-moving consumer goods (FMCG) via digital marketing. After the reliability tests, the standard deviation and means of pilot test is used to determine that a sample size of 267 would be appropriate. In order to investigate the influence that digital marketing tactics have on the marketing of fast-moving consumer goods (FMCG), confirmatory factor modeling is used.