A Review of the Impact of Social Media Marketing on Online Purchase Behaviour of FMCG and Personal Care Products

Abstract Purpose: This article examines how digital platforms effect online fast-moving consumer goods and personal care purchases. It examines how e-commerce, influencer marketing, social media marketing, and platform-based advertising affect customers' buying habits and probability to purchase again. Methods: Reviews and synthesis of literature from diverse contexts are used in the study. Previous study has examined digital marketing, trust, convenience, mobile commerce, quick-commerce, omnichannel tactics, and post-COVID consumer movements. The evaluation also considers Krishna and Guntur district data from Andhra Pradesh to identify local research requirements. Result: According to the study, social media postings, platform-specific marketing, influencer promotions, and e-commerce features affect customers' online purchase behaviors for fast-moving consumer goods and personal care products. Consumers' cognitive and emotional responses, trust, ease, and technology usage affect buy intention and recurring purchasing. Omnichannel retailing, mobile commerce, and quick-commerce are also boosting online buying, according to the poll. The study also states that district-level and platform-specific empirical research in Krishna and Guntur, two semi-urban regions, is inadequate. Conclusions: Digital platforms strongly influence FMCG and personal care purchases, according to the study. Social media, convenience of e-commerce, influencers, and technology affect online product research, appraisal, and purchase. The review uses frameworks like the Stimulus-Organism-Response model to explain this link and emphasizes the need for further empirical research on regional consumer behavior, particularly in semi-urban and emerging markets.