The Role of Social Media Analytics in Transforming Marketing Tactics and Consumer Behaviour in the FMCG Industry: An Indian Case Study

Registration ID: IJNRD_306577

Published ID: IJNRD2508016

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Tanishka Wadhwa

Social media analytics, FMCG marketing, Indian consumer behaviour, data-driven strategies, sustainability trends

This research paper investigates the transformative impact of social media analytics on marketing tactics and consumer behaviour in India’s fast-moving consumer goods (FMCG) industry. The paper first explores social media analytics and analyses how, with the increasing prevalence of social media, tools like sentiment analysis, hashtag tracking, and predictive analytics have become essential for understanding consumer preferences, predicting market trends, and tailoring marketing campaigns. The study then explores the unique complexities of India’s diverse and price-sensitive FMCG sector, emphasising the strategic use of analytics by brands such as Amul to enhance customer engagement and loyalty. Furthermore, the paper examines future advancements in social media analytics, including the potential of augmented and virtual reality technologies and the importance of aligning strategies with growing consumer demand for sustainability. The findings underscore the pivotal role of social media analytics in empowering FMCG brands to effectively navigate dynamic market landscapes such as that of India, strengthen their consumer relationships, and drive sustained growth.

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Tanishka Wadhwa (August-2025). The Role of Social Media Analytics in Transforming Marketing Tactics and Consumer Behaviour in the FMCG Industry: An Indian Case Study. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 10(8), a124-a133. https://ijnrd.org/papers/IJNRD2508016.pdf

Volume 10 Issue 8, August-2025

Pages : a124-a133

Paper Reg. ID: IJNRD_306577

Published Paper Id: IJNRD2508016

Research Area: Commerce All

Author Type: Indian Author

Country: New Delhi, New Delhi, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2508016.pdf

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Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

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