Author
Dr. Isabella Rossi
Assistant Professor, Department of Business Administration,
University of Milan, Italy
Abstract
The rapid expansion of internet marketing has transformed the way Fast-Moving Consumer Goods (FMCG) firms deal with customers, offering unparalleled potential for customer retention and loyalty. This research investigates the impact of some digital marketing initiatives like social media campaigns, search advertising campaigns, influencer collaborations, and mobile targeted messaging on customer retention and loyalty in FMCG companies. Using the mixed-method approach, the study combines consumer questionnaires, manager interviews, and web metrics to measure interaction behaviour, trust, and repeat purchase percentage. Findings reveal that interactive and customized digital marketing plans play a major role in emotional attachment, create brand worth, and enhance long-term retention percentages. The study contributes to practice and theory in defining the way digital engagement is being embraced in consumer loyalty, as well as offering actionable insight to FMCG marketers who want to maximize their leverage of digital efforts.
Keywords
Digital Marketing Brand Loyalty Customer Retention FMCG Sector Consumer Engagement Social Media Marketing Influencer Marketing Brand Equity
How to Cite This Article
APA Citation
Rossi, I. (2025). Measuring The Impact of Digital Marketing on Brand Loyalty and Customer Retention in FMCG Sectors. International Journal of Economics and Management Intellectuals, 1(3), 40-50.
Conclusion
This study demonstrates that digital marketing has a significant influence on customer loyalty and retention in the FMCG sector. Interactive and personalized digital strategies enhance emotional attachment, build trust, and drive repeat purchases.
FMCG marketers should adopt integrated, data-driven digital approaches that combine social media, personalization, search marketing, and influencer collaborations to achieve sustainable brand loyalty and long-term customer retention.
References
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