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The Influence Of Social Media Advertising On Purchase Behaviour Towards Fast-Moving Consumer Goods: A Literature Review

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  • Chen, T.C.

Abstract

Traditional advertising is the main media employed by marketers in the FMCG sector to affect consumers decisions. However, people are exposed to plenty of advertising media from various forms and different channels every day, especially from social media. Therefore, digital advertising should be more powerful than traditional advertising in this era. This paper seeks to study when consumers choose daily necessities, whether these advertisements affect their decisions, and whether social media advertising effectively influences consumers purchase decisions. In order to promote the development of digital and social media advertising research in the FMCG sector, this paper proposes further research directions.

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  • Chen, T.C., 2021. "The Influence Of Social Media Advertising On Purchase Behaviour Towards Fast-Moving Consumer Goods: A Literature Review," OSF Preprints 5eujk, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:5eujk
    DOI: 10.31219/osf.io/5eujk
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