Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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Volume 7 Issue 1
January-February 2026

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Exploring the influence of Digital Marketing Practices on Customer Engagement towards FMCG in Chennai

Author(s) Dr. K. Mangai
Country India
Abstract Digital marketing has become a vital tool for engaging consumers in the highly competitive fast-moving consumer goods (FMCG) sector. This study examines the influence of digital marketing practices on customer engagement towards FMCG products in Chennai, with specific focus on content marketing, social media marketing, influencer marketing, and search engine optimization. An exploratory and descriptive research design was adopted, and primary data were collected from 150 consumers of FMCGs using a structured questionnaire. Independent-samples t-test, Pearson correlation, and multiple regression analysis were employed for data analysis. The findings reveal that online store customers demonstrate significantly higher perceptions of digital marketing practices and greater engagement compared to offline store customers. A strong and positive relationship was identified between consumers’ perception of digital marketing practices and customer engagement. Regression results indicate that content marketing, social media marketing, and influencer marketing significantly enhance customer engagement, while search engine optimization shows no significant impact. The study contributes context-specific insights to FMCG digital marketing literature and offers practical implications for enhancing customer engagement strategies.
Keywords Digital Marketing Practices, Customer Engagement, FMCG, Content Marketing, Social Media Marketing, Search Engine Optimisation
Published In Volume 7, Issue 1, January-February 2026
Published On 2026-02-06
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E-ISSN 3048-7641
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