How digital platform changing people way to buy FMCG products

AGUNG MULYAWAN · Z ALAMSYAH · Marimin Marimin

9 citations0/0 files storedIOP Conference Series Earth and Environmental Science

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media Consumer Market Behavior and Pricing

Abstract

Abstract Current technological developments have brought about major changes in consumers’ views when buying household products. Technological advances due to the Internet have disclosed various opportunities in business. Household products in fast-moving consumer goods (FMCG) are those that can be applied to digital platforms in business processes. This study aims to determine how digital platforms change customer behavior due to many factors that are affected by technological development. This research also provides a perspective on how customers decide to buy FMCG from a digital platform. The results show that brand awareness, audiovisual social media advertising, ease of access, and reviews from other consumers affect how consumers buy options. Advertising in social media, electronic word of mouth (e-WOM), customer engagement, positive influence, brand awareness, and sales enhancement are major factors that make digital platforms profitable for suppliers or manufacturers as a new business model

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2019Digital transformation: A multidisciplinary reflection and research agenda 2011Social media? Get serious! Understanding the functional building blocks of social media 2020Setting the future of digital and social media marketing research: Perspectives and research propositions 2017The Digital Platform: A Research Agenda 2017Advances in Social Media Research: Past, Present and Future 2018Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications 2018Customer experience challenges: bringing together digital, physical and social realms 2018Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type

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