Measuring Social Media Engagement and its Impact on Brand Loyalty in Indian FMCG

Abstract: Technology has ensured new progressive pathways which have given new hopes and possibilities for future. The same technology also has given lot of challenges, problems and issues which are managed by global businesses. Social media by nature has given holistic, integrative and transformative approaches to modern business. Social media has ensured constant and consistent engagement with customers as this has become a new reality. The constant and effective engagement has resulted in new impulsive purchases which have added to the purchase glory for global companies. Social media has ensured a consistent increase of business and sales which has had worldwide recognition as well. It has become the most effective purposive tool for modern customer engagement, retention and sales. The Indian FMCG industry has grown leaps and bounds in the last decade with new possibilities & thinking. Diverse thinking & integrative approaches of social media has given new possibilities for market growth, development and penetration. However, it is also known that the relationship between social media engagement and brand loyalty in Indian FMCG industry has not been evaluated or studied before empirically as this study is a first attempt in this direction. This study aims to conclude that there is a positive relationship which prevails between effective social media engagement and brand loyalty with Indian FMCG consumers. This would also provide new strategies and approaches for this business as it would lead to sustainability of this business towards 2035. Keywords: Social Media Marketing, Marketing Transformation and Integration, Holistic Marketing and Purposiveness, Social Media Management Strategies for 2035, Indian FMCG Progressive Sustainable Pathways for 2035 JEL Classification Number: M31, M37