Abstract

Social media advertising has emerged as a powerful marketing communication tool influencing consumer behaviour, particularly in the Fast-Moving Consumer Goods (FMCG) sector. The present study examines the impact of social media advertising on consumer purchase behaviour towards FMCG products with special reference to Chennai city. A descriptive and analytical research design was adopted, and primary data were collected from 300 respondents using a structured questionnaire. Statistical tools such as Percentage Analysis, Chi-square Test, Correlation Analysis, Regression Analysis, and Analysis of Variance (ANOVA) were applied using SPSS software. The results indicate that social media advertising significantly influences consumer awareness, brand perception, trust, and purchase intention. Influencer endorsements, content quality, and advertisement credibility were identified as key determinants of consumer purchase behaviour. Demographic variables such as age and gender were found to significantly moderate consumer responses. The study provides practical insights for FMCG marketers to design effective social media advertising strategies and contributes to the growing body of literature on digital consumer behaviour in urban India.