Evaluating the Role of Social Media Marketing in Consumer Decision Processes for FMCG Products in Indore

Social media marketing has emerged as a critical determinant of consumer decision processes by influencing awareness, information search, evaluation of alternatives, purchase intention, and post-purchase behaviour. Interactive content, influencer marketing, electronic word-of-mouth, and customer engagement collectively shape consumer perceptions and buying decisions. Businesses that strategically leverage social media can build stronger customer relationships, improve brand trust, and achieve sustainable competitive advantage. Future research should explore emerging technologies such as AI-driven personalization, live commerce, and immersive social experiences to further understand their impact on consumer behavior.

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