Consumer perceptions of traditional marketing channels vs. social media campaigns: A comparative analysis in FMCG

Abstract

This study aims to conduct a comparative analysis of consumer behaviors and perceptions about traditional marketing channels versus social media campaigns within the FMCG sector in Greece. Using a combination of approaches which contain both quantitative experimental research and qualitative interviews in FMCG experts, this study is mainly focused to crucial variables, such as brand attitudes, trust, engagement and purchase intentions. The literatures supported technological changes and growth of social media as key players in altering consumer behavior patterns. Quantitative research indicates that digital media considerably increases customer trust and buy intentions, whereas traditional media preserves brand familiarity and trust. Experts in the field have provided qualitative insights that emphasize the significance of integrated marketing strategies that make use of both digital and conventional media for the best possible customer interaction. This research offers marketing recommendations for FMCG marketeers that are based on data-driven techniques and is typified by data-driven omnichannel tactics to remain ahead of developing trends, despite its sample size and scope limitations. It also suggests more research on long-term impacts, broader demographic studies, and cross-national cultural comparisons.