Online Impressions and Buying Expressions: Impact of Digital FMCG Ads on Women Consumers

Abstract

The digital revolution has transformed marketing communication, particularly within the Fast-Moving Consumer Goods sector (FMCG), where women consumers play a pivotal role. Digital advertising through search engines, social media, email, free content websites, and influencer marketing significantly shapes consumer impressions and buying behaviors. This study aims to validate a structured questionnaire assessing the impact of different digital advertising modes on women consumers’ buying expressions, focusing specifically on digitally active individuals aged 18–35 years. A quantitative, descriptive research design was adopted. Data were collected through a structured 15-item questionnaire distributed across five digital advertising modes, using a 5-point Likert Scale. A pilot survey of 80 respondents was conducted, and data were analyzed using Cronbach’s Alpha and basic descriptive statistics. The instrument demonstrated strong internal consistency, with Cronbach’s Alpha values ranging from 0.862 to 0.893 for individual modes and 0.947 for the overall scale. Demographic analysis revealed that the majority of respondents were young, highly educated, and digitally active, aligning with the target population. The pilot study confirms the reliability of the questionnaire, providing a solid foundation for full-scale research. Future work will involve inferential analysis and behavioral outcome measurement among women FMCG consumers.