International Journal of Scientific Research and Engineering Development

This study focus on the impact of social media marketing on consumer behaviour with reference to FMCG product . In today’s digital world, social media has become very important part of everyone, life, and businesses are using platforms like Instagram for YouTube, Facebook, Twitter, promoting their products and services. Social media marketing helps company to communicate with consumers to increase product awareness and influencing buying decisions. The main objective of the studies to understand how social media marketing affect consumer behaviour in FMCG sector. Just study also analyse the role of social media marketing like advertisement, online review rating and influencer marketing in influencing consumer purchase decision. Primary data used for this research . primary data was collected through questionnaire from respondents The finding of the study show that the social media have strong influence in consumer behaviour especially young generation . Consumer use social media platform regularly and also get information about the product through advertisement, reels videos and influential promotion. Social media marketing also play an important role in awareness among the consumer about the product . Customer review and rating also affect buying behaviour because customer check opinion of other user before purchasing the product. The study also found that the social media help company in increasing awareness and maintaining customer engagement. Some challenges also found during research Like face, fake review, misleading advertisement and trust issues are also there. Overall, the study conclude that social media marketing is significant playing significant role in changing consumer behaviour in FMCG sector.

Sana Khan, Dr.Pallavi Bhardwaj,"The Impact of Social Media Marketing with Reference FMCG Product" International Journal of Scientific Research and Engineering Development, V9(3): Page(1573-1581) May-June 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.