Enhancing brand trustworthiness, relationships, congruence and positioning through social media marketing in the FMCG sector

Enhancing brand trustworthiness, relationships, congruence and positioning through social media marketing in the FMCG sector

The Fast-Moving Consumer Goods Sector (FMCG) is the fourth largest sector in the Indian economy, with Food and Beverages constituting 19%, healthcare constituting 31%, and Household and Personal Care constituting 50%. The key growth drivers for the Fast Moving Consumer Goods market are growing aware...

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Bibliographic Details
Main Authors: Vandana Ahuja, Pooja Sehgal Tabeck
Format: Article
Language:English
Published: Taylor & Francis Group 2024-12-01
Series:Cogent Business & Management
Subjects:
Brand trustworthiness
social media marketing
brand relationships
congruence
Organizational Communication
Communication Theory
Online Access:https://www.tandfonline.com/doi/10.1080/23311975.2024.2434203
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