International Journal of Scientific Research and Engineering Development

The study titled “Effectiveness of Influencer Marketing on FMCG Products” investigates how social media influencers shape consumer behaviour, awareness, and brand loyalty in the fast-moving consumer goods (FMCG) sector. With the rapid growth of digital platforms, influencer marketing has become a strategic tool for FMCG brands to reach targeted audiences efficiently. This research adopts a descriptive research design, relying on both primary and secondary data to assess the influence of key factors such as influencer credibility, content type, and platform engagement on consumer purchasing decisions. A structured questionnaire was distributed among 97 respondents chosen through random sampling, representing diverse demographics such as age, gender, income, and occupation. The analysis employed statistical tools including percentage analysis, Chi-square test, correlation, and regression to evaluate relationships between influencer marketing attributes and consumer outcomes. The Chi-square results show a significant relationship between influencer marketing and consumer product awareness, confirming that influencer-led promotions effectively enhance brand visibility.