From Clicks to Community: Societal Benefits and Consumer Behaviour Trends in FMCG Digital Marketing

Abstract

This research investigates how digital marketing strategies in the Fast-Moving Consumer Goods (FMCG) sector can simultaneously achieve business objectives and address societal needs. We examine the factors influencing digital marketing’s impact on both consumer behavior and social outcomes, using data collected from FMCG consumers and marketing professionals. The study reveals that digital marketing strategies which emphasize community building and social engagement are more effective under conditions of high consumer interaction, such as social media engagement, which reflects a demand-driven context. Conversely, we find limited influence from competitive intensity, suggesting that consumer-driven factors are more likely to encourage firms to incorporate societal goals into their digital marketing efforts, rather than pressure from competitors. The findings also demonstrate that digital marketing with a social intent positively correlates with increased consumer engagement and purchasing behavior, supporting the idea that marketing strategies can address both business and societal goals. This relationship is partially mediated by consumer awareness of social responsibility, highlighting the role of consumers in driving demand for socially conscious marketing. This research contributes to both academic theory and practical application by offering a broader perspective on digital marketing that includes social dimensions. Furthermore, it provides insights into when FMCG firms are likely to incorporate social outcomes in their marketing strategies and how these efforts can improve both consumer trust and business performance, revealing an opportunity for further exploration in the field of digital marketing.