Behavioural Perspective of Customer Engagement in FMCG Brands

Abstract

Rapidly increasing internet users and innovative web-based technologies has transformed the existing web application into new media. It has also been expedited significantly by the advancements in mobile technologies which have changed the way people communicate with each other. In the last few decade social media and internet has become a giant who has taken over the globe. This phenomenon has about three significant effects. First, the web has become one of the most important platforms where a large number of activities are now aimed towards consumers. Second, value creation is now shifted from the marketers to the consumers. Third, the consumer has more power than the marketers. This study is focused on Consumer Engagement in Indian FMCG brand run social media. The three concepts taken into consideration are customer engagement itself , brand attachment and the perceived benefits from it. It is an attempts to study the research done in this field by proposing a framework to understand the consumer's behaviour on social media. The study also shows that there is a significant effect of the brand engagement on consumers purchase intention. For this purpose, important factors were identified which affect the consumer’s attitude and brand engagement.