To Study The Impact Of Social Media Marketing On Buying Behavior Of Customers - A Case Study Of Healthcare Products.
Main Article Content
Abstract
Healthcare products that fall under the category of fast-moving consumer goods (FMCG) play an essential part in today's modern society. These products ensure the health and convenience of persons. Over-the-counter medicines, items for personal hygiene, nutritional supplements, and other necessities for personal cleanliness are some of the categories of goods that fall under this category of products. The fact that they can supply answers that are easily available to everyday health and wellness problems is the primary reason for their significance. Products sold in the FMCG sector of the healthcare industry contribute to an improved quality of life by encouraging healthy behaviours, lowering the risk of contracting diseases, and resolving minor health issues without the need for complex medical interventions. Because of the ease of use, low cost, and broad availability of these products, they are an essential component in the process of preserving both individual and public health, which eventually results in a way of life that is more productive and comfortable. Social media has revolutionised
FMCG healthcare product communication, engagement, and consumer behaviour. Social media allows FMCG healthcare firms to directly communicate with consumers, exchange product information, and build interactive campaigns due to its wide reach and instant connectivity. It improves brand-consumer interactions with personalised marketing, targeted advertising, and real-time customer feedback. However, social media's fast pace can reinforce both good and negative emotions about FMCG healthcare items, so firms must be diligent in controlling their online reputation. Social media's impact on FMCG healthcare products shows that businesses must adapt, innovate, and interact wisely to succeed in this dynamic industry.
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