An Interplay between Social Media Marketing, Consumer Behavior and Relationship Quality: Scale Development and Validation

Abstract

This study explores the impact of social media marketing on consumer behavior and relationship quality in India's fast-moving consumer goods (FMCG) industry. As internet connectivity expands nationwide, social networking platforms such as Facebook, Instagram, and X (Twitter) have become a primary driver of online purchasing decisions. To address this trend, we developed and validated a scale to measure the influence of social media marketing on consumer behavior and relationship quality. Data were collected from 398 online users and analyzed using SPSS-23 and AMOS software. The resulting scale demonstrated strong internal consistency and reliability across various samples. Our findings revealed significant interrelationships among the factors studied, highlighting the importance of social media marketing in shaping consumer behavior and fostering relationship quality. This research contributes to both industry practice and academic literature by providing a robust tool for measuring the impact of social media marketing on consumer behavior and relationship quality in the FMCG sector. The insights gained from this study can inform marketing strategies and guide future research in the rapidly evolving digital landscape of India's consumer market