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

Ahuja, Vandana; Tabeck, Pooja Sehgal Article Enhancing brand trustworthiness, relationships, congruence and positioning through social media marketing in the FMCG sector Cogent Business & Management Provided in Cooperation with: Taylor & Francis Group Suggested Citation: Ahuja, Vandana; Tabeck, Pooja Sehgal (2024) : Enhancing brand trustworthiness, relationships, congruence and positioning through social media marketing in the FMCG sector, Cogent Business & Management, ISSN 2331-1975, Taylor & Francis, Abingdon, Vol. 11, Iss. 1, pp. 1-15, https://doi.org/10.1080/23311975.2024.2434203 This Version is available at: https://hdl.handle.net/10419/326726 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Cogent Business & Management ISSN: 2331-1975 (Online) Journal homepage: www.tandfonline.com/journals/oabm20 Enhancing brand trustworthiness, relationships, congruence and positioning through social media marketing in the FMCG sector Vandana Ahuja & Pooja Sehgal Tabeck To cite this article: Vandana Ahuja & Pooja Sehgal Tabeck (2024) Enhancing brand trustworthiness, relationships, congruence and positioning through social media marketing in the FMCG sector, Cogent Business & Management, 11:1, 2434203, DOI: 10.1080/23311975.2024.2434203 To link to this article: https://doi.org/10.1080/23311975.2024.2434203 © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group Published online: 29 Nov 2024. Submit your article to this journal Article views: 2242 View related articles View Crossmark data Citing articles: 2 View citing articles Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=oabm20 Cogent Business & ManageMent 2024, VoL. 11, no. 1, 2434203 Enhancing brand trustworthiness, relationships, congruence and positioning through social media marketing in the FMCG sector Vandana Ahuja and Pooja Sehgal Tabeck symbiosis institute of Business Management, noida & symbiosis international (Deemed) university, Pune, india ABSTRACT 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 awareness among consumers, a more digitally literate population, greater disposable income, greater access to information pertaining to product comparisons and purchase opportunities in the e-commerce era, and changing lifestyles. As consumers pass through Instagram, Facebook, X, and various other social networks, brand communities, and blogs, marketers can see an interesting opportunity to benefit from virtual conversations. These virtual conversations have the ability to impact various aspects of the marketing realm and a detailed investigation on this would be meaningful. This manuscript uses the multiple-case method to investigate the impact of social media on various marketing aspects like brand trustworthiness, brand relationships, congruence and positioning. For this purpose, distinct research questions have been evolved and an examination of the social media presence of four brands – Amazon, Amul ((Gujarat Cooperative Milk Marketing Federation), Nivea and Hindustan Unilever Ltd has been carried out. Subsequently, the authors conclude that marketers can leverage their social media presence to enhance brand trustworthiness, brand relationships, congruence and positioning. 1. Introduction The FMCG sector indulges in multi-channel marketing and responds strongly, to the needs of the new age, digitally empowered consumers. The life cycle of products in the FMCG category is relatively stable, and recurring marketing exposures across social media and e-commerce platforms help organizations to push sales and promote their brands. Sometimes, social media content (Goh etal., 2013) generates product awareness and attracts consumers to a brand. This may push consumers to travel to a retail outlet, and the associated in-store promotions may drive them to purchase the product. Furthermore, consumer behavior is evolving in the age of digitization and social media. Companies need to build product awareness so that relevant knowledge pertaining to products and brands is built into the consumer’s mind. According to the theory of planned behavior (Taylor & Todd, 1995), this is the stage of cognition or learning. Social media can be used intensely by the FMCG sector to build cognition or learning for products. Consumer engagement occurs, and consumers like and share social media content. This engagement subsequently enhances the perceived value pertaining to brands and products, and enhances consumer involvement with the brand, thereby allowing individuals to communicate with and about the brand. Consumers begin to participate in brand-related conversations. Subsequently, high levels of engagement and involvement trigger behavioral responses to purchases. © 2024 the author(s). Published by informa uK Limited, trading as taylor & Francis group CONTACT Pooja sehgal tabeck [email protected] symbiosis institute of Business Management, noida & symbiosis international (Deemed) university, Pune, india https://doi.org/10.1080/23311975.2024.2434203 this is an open access article distributed under the terms of the Creative Commons attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. the terms on which this article has been published allow the posting of the accepted Manuscript in a repository by the author(s) or with their consent. ARTICLE HISTORY Received 12 January 2024 Revised 12 October 2024 Accepted 20 November 2024 KEYWORDS Brand trustworthiness; social media marketing; brand relationships; congruence SUBJECTS Organizational Communication; Communication Theory; Development Communication MARkeTING | ReSeARCH ARTICLe 2 V. AHUJA AND P. S. TABeCk The high level of consumer engagement results in Brand trustworthiness, which is considered to be an important dimension shaping the connection between consumer and brand (kumar Mishra et al., 2016). Brands can use social media to showcase consumer testimonials, any awards that they have received and other content which not only adds to their credibility, but also strengthens consumer conviction and belief with regard to the brand. As consumers witness their peers engaging with the brand on social media, consumer-brand relationships strengthen and confidence in the brand goes up. As consumers interact with a brand on social media, their knowledge about the brand goes up. As they get to know more about a brand’s products and their attributes, the brand’s achievements and competitive standing, milestones achieved by the brand etc., the consumer perceived value associated with the brand, goes up. One major role of social media is to enhance consumer acceptability of a brand. As consumers feel comfortable with a brand, their affinity for the same goes up. Studies related to brand congruence state that consumers who are comfortable with a brand, feel better about themselves (Abosag et al., 2020). As brands customise communication with individual customers on social media, they are able to get better emotional and cognitive responses from them. This way brands are able to enhance congruence between their own image and a consumer’s self-concept. In addition to the above, brands can also use social media content to strengthen their own image and brand identity. By maintaining a good content postage frequency, they can ensure that their brand remains strongly ingrained in the consumer mind and, subsequently, in the consumer choice set. This way, brands can build a strong positioning for themselves. While several studies have addressed social media usage by brands, there appears to be a gap with regard to studies on specific marketing functionalities. It is important for managers to focus on the nuances and specifics of content marketing and showcase the competitive advantages and core competencies of their brands. Subtle social media mannerisms can enable brands to focus on the appropriate social media content marketing strategies for differentiation and positioning. In this context, it is important for researchers to focus on how content imagery, vividness and interactivity can help brands in serving specific marketing functions. This manuscript uses a case-based approach to demonstrate how the following brands are leveraging their social media presence to enhance brand trustworthiness, build consumer engagement and relationships, enhance consumer perceived value, match the brand with the consumer’s selfconcept and also focus on brand positioning. The manuscript addresses the following objectives: i. Analyse how the e-commerce brand, Amazon uses social media to influence consumer behavior, enhance consumer trustworthiness and build consumer relationships ii. Study how Brand Amul (Gujarat Cooperative Milk Marketing Federation) is using social media to enhance consumer perceived value iii. explore and understand how brand Nivea, is using social media to enhance congruence between brand image and consumer self-concept; and iv. Appreciate how brand Hindustan Unilever Limited is using social media to enhance its social positioning 2. Literature review 2.1. Consumer behavior and the FMCG sector Traditional models of consumer behavior (Figure 1)indicate that consumer response depends on marketing and other stimuli that impact buyer characteristics (Dowling, 2002) and buyer decision process (Ingavale, 2013) pertaining to product and brand choice as well as the timing of purchase. Social media can be used to provide marketing stimuli (kwak etal., 2011) that pertain to all elements of the marketing mix. Content pertaining to product attributes and features (Akpoyomare et al., 2013) can be shared actively, and posts about competitive pricing, discounts, offers, etc. can be promoted across the social media presence of the FMCG brand. COGeNT BUSINeSS & MANAGeMeNT 3 Research has shown that cognitive (Shiv & Fedorikhin, 1999) play a very significant role in consumer decision-making, and memory and attentional factors play important roles. Once a consumer is subjected to brand-related information (kim & Johnson, 2016) multiple times, there is a chance that the same is ingrained in the long-term memory of the consumer. This information can be retrieved by the consumer when required, and he/she may choose to consider the information as useful or unimportant based on external factors. Regular frequency of social media content (Rishika et al., 2013) ensures that the products remain in the consumer choice or evoked set when they need to make a purchase. This ensures high brand salience (Romaniuk & Sharp, 2004) (the degree to which a brand is considered when a consumer is in a buying situation) and superior brand recall (the extent to which a consumer recollects the name of a brand). Tungande et al. (2020) used semi structured interviews to study opportunities and challenges associated with social media usage in the South African FMCG retail industry. Bednarz and Orelly (2020) used quantitative surveys to study the impact of social media in the Bangladeshi FMCG market. Minh and Hoa (2023) used a combined quantitative research approach to analyse the role of social media in Vietnam in the retail sector. Yapa (2017) used correlation and regression techniques to analyse user generated content to study the impact of social media on brand awareness in Sri Lanka. In contemporary times, it is clear to the authors that social media marketing appears to have greater responsiveness and is more targeted towards the audience as compared to traditional marketing methods. Social media metrics (Peters et al., 2013) is available to measure the degree of relevance as well as the success and reach of each campaign. The measurability of social media as a marketing medium, supported by its cost effectiveness makes it a more viable medium. Optimisation of social media (Ohara et al., 2024) campaigns has been known to contribute to greater marketing efficiency. The consumer decision-making process comprises five stages (Peter et al., 1999) need recognition, search, evaluation, purchase, and post-purchase. Table 1 traces how the FMCG sector can use social media to influence consumers across these five stages. Consumer product evaluations and purchase decisions in the FMCG sector are influenced by consumer-specific factors. These include: i. Demographic factors (Mainieri et al., 1997), as age, gender, occupation, income, and education ii. Psychographic (Lin, 2002) based on consumers’ social class, life-style components, and personality traits iii. Behavioral (Metzger, 2007) factors including buying habits and attitudes. Figure 1. traditional model of consumer behavior. 4 V. AHUJA AND P. S. TABeCk keeping this in mind, social media (Arora & Sanni, 2019) can be used to influence consumers by generating relevant content that impacts them. Demographic factors-Due: Owing to demographic differences, availability, choices, preferences, and needs differ for every consumer. By hosting posts on social media, containing information regarding how products are suitable for particular age groups, genders, nationalities, professions, and so on, brands can influence customers. For example, the brand kellogs has a very colorful presence on Instagram. Directed towards enticing children, the posts include vivid pictures of cakes, doughnuts, cake houses, strawberry crispies, smoothies, and fruit loops. Additionally, specific content directed towards tempting older people to try the brand as a healthy breakfast option included posts about nutritional benefits, going back to the roots, delightful food experiences directed towards wellness, and authentic Indian flavors. By using food at the center stage and letting the ingredients speak for themselves, kellogs is appealing to a wider population across demographic boundaries. Psychographic Factors-Social media content linking a product and its usage to an affluent lifestyle or social status-can resonate with the social aspirations of individuals and trigger purchase intent. Brand kellogs uses social media to promote Granola and Muesli premiums, thereby encouraging people across diverse social classes to try products. Behavioral factors-Brand attractiveness and variety-seeking behaviors, often drive consumers’ purchase intentions. Several brands, such as Pantene shampoo, use vivid content hosting celebrity Priyanka Chopra on their social media platforms to enhance brand attractiveness and attract consumers. Urban India, driven by a hyper-professional, multitasking young population, has severe time constraints and seeks convenience across purchase decisions and choices. Social media is the answer for organizations trying to cater to this segment. With well-directed promotional campaigns fighting for consumer attention, brands that can solicit consumer participation and induce perceptions of high quality, are the usual winners. Participation breeds consumer engagement and subsequent involvement with a brand. In addition, cognitive processes play a significant role in consumer decision-making. The above discussion helps to identify the first research question for this study. (RQ1): Can social media be effectively used to enhance brand trustworthiness and manage consumer relationships? In addition, consumers are exposed to large volumes of information from traditional advertising media, including Television, Print Media, Radio etc. Diverse varieties of social media content elevate consumers’ perceived value of products and, subsequently, the consumer likelihood to purchase the brand. In-store promotions, family income, family size, and repeated social media triggers, which are subtle and tactful, can further accelerate purchase actions. As organizations use social media, they form communities centered around their brands, in the virtual space. These communities are followed by consumers who represent the social capital of the community, which can be used by brands to enhance value, using the following social media strategies. 1. Personalization of content to trigger conversations around brand mentions. FMCG brands need to find ways to ensure that social media content goes viral and that large volumes of consumers engage in interaction with the brand. This interaction can comprise consumer-brand conversations as well as peer-to-peer interactions among consumers, but needs to be centered around the social media Table 1. using social media to influence FMCg consumers across the consumer decision making process. Consumer Decision making stage social media usage need recognition FMCg companies can attract consumers using social media content. search Relevant social media content can respond to task directed online searches by consumers when they are looking for information. also, social media content can entice consumers who are browsing randomly. evaluation social media can be used to influence the consumer’s attitudinal response to information he comes across. this is further affected by demographic, psychographic and behavioural factors, discussed below. Purchase Consumers are willing to purchase FMCg products from social media platforms, are also willing to receive and share shopping information on these platforms. Post purchase Positive feedback from consumers, after their purchase, can serve as consumer testimonials for other consumers. Peer to peer interactions in the social media space are akin to socialising and can significantly benefit FMCg organizations. COGeNT BUSINeSS & MANAGeMeNT 5 content generated by the organization. Positivity in user-generated content enhances value perceptions pertaining to the brand. Subsequently, these FMCG brands can use text mining and sentiment mining software, and social media analytics can help brands derive actionable information from large volumes of text generated from consumer conversations. This analysis can help brands understand the consumer cognitive space, identify areas where consumers perceive value, and formulate their marketing strategies accordingly. By understanding the mental orientation of consumers, brands can develop separate content strategies for brand-conscious consumers, noveltyand fashion-conscious consumers, impulsive consumers, price-conscious consumers, and many more. Sometimes, consumers give some very valid suggestions, about products or processes that can be adopted by the brands. 2. Storytelling. FMCG brands can use social media platforms for storytelling. Instagram allows brands to share stories. FMCG brands can develop stories around their mission and vision, and develop a consistent storytelling method to showcase passionate stories pertaining to the brand. Brands can tell stories about their corporate social responsibility endeavors, product creation ventures, consumer co-creation efforts, draw examples from history, their happy employees, awards to contest winners, rewards to loyal customers, real-time trends, photographs, etc. In the words of marketing guru and, Seth Godin, brands are no longer about their products, but about the stories they tell. These stories generate value perceptions for the brands. 3. Showcasing brand ambassadors for influencer marketing. Branding represents value distinction and can be used by FMCG brands to obtain a competitive advantage, increased financial returns, and high customer loyalty. By using celebrities as brand ambassadors, brands impact consumer attitudes, psyche, personality, loyalty, and other traits. The ability of a celebrity to affect a consumer’s decision depends on how the consumer perceives the celebrity’s personality, credibility, image, popularity, acceptability, and appeal. If the connection is positive, a celebrity’s image can be used to enhance the perceived value of the brand, build salience, and differentiate. Hence, the first thing that FMCG brands need to consider is the right choice of celebrity. Subsequently, social media and other forms of traditional media can be used by brands to establish a link between the celebrity and product specialties, thereby tactically verbalizing the message of the brand and attracting significant consumer attention. It is important to accept that the role of a brand is not only to promote a product but also to stimulate purchases. The role of a brand is to contribute to a consumer’s self-identity, which is enhanced after product purchase and brand adoption. The appropriate use of social media can make consumers believe that a specific brand will aid their self-reference, self-identity, and self-articulation. 4. Usage of regional content. Approximately 25% of Indian consumers use english for communication and information consumption. The rest communicate in languages, such as Hindi, Gujarati, Malayalam, Marathi, Bangla, Tamil, Telugu, and kannada. The regional language user base is growing at a significant pace in India, as the booming digital audience witnesses the availability of the Internet, smartphones, and social media content across regional and language barriers. The demographic dividend offered by this regional population, especially the rural segment, makes it a very attractive medium for brands. The time spent on digital is rising, and a regional content strategy can help organizations break language barriers to form emotional connections with brands, and drive consumer engagement by boosting consumer confidence. 5. Selling products through social platforms. Several FMCG brands have started hosting the ‘shop now’ option on their social media platforms, with the intention of pushing consumers to indulge in impulse purchases. Research has shown that many consumers engage in interactions with brands they like, and the primary query is about price and where to purchase the product from. Healthcare FMCG brands such as Patanjali, maintain a Facebook presence, and a shop now features on their Facebook page directs consumers directly to the Patanjali site form, where an online order for the products can be placed. Additionally, social commerce brands can also use tools such as Shopial, Soldsie, Olapic, Beetailer and Insellie to integrate their social media presence with their selling agenda. 6. Usage of YouTube videos which are a visual treat. The FMCG brand, kissan uses Youtube to host product-related videos, and interestingly, the number of views of these videos runs to several million. Video about the kissan jam, sauces and orange squashes are visual treats. However, videos shot around food recipes made using kissan products are 6 V. AHUJA AND P. S. TABeCk popular among the audience. The viewership of videos about kissan soya burgers, peanut butter and jam squares, jam cookies, cheese and jam French toasts, pancakes, bread pizza and so on is stupendous. However, there is much scope for improvement in postage frequency. The brand is not active on Twitter (X) or Instagram, and its presence is clearly inadequate. What is noteworthy here, is the stupendous reach of the limited content hosted by the organization. A clear opportunity for enhancing a consumer-brand relationship (Pinto et al., 2019), using social media exists here, for the brand. 7. Hosting contests on social media. In a bid to engage customers using social media, brands can host contests that can aid consumer participation and conversation with the brand. Contests are a smart way for companies to build equations with customers. The above discussion helps me identify the second research question for this study. (RQ2): Can social media usage enhance consumer perceived value? The social media marketing objectives of FMCG firms can be summarised into the following categories (Figure 2). i. Triggering sales by providing marketing stimuli to acquire new consumers and retain old ones. When the brand is not part of a consumer’s consideration set, it can use social media to disrupt the consumer thought process and decision-making patterns. By using social media content, brands can intercept a consumer’s decision-making during his information search and attempt to become the preferred brand by claiming competitive superiority. ii. Triggering brand visibility to ensure high brand recall and high brand salience, thereby ensuring that the consumer buys that brand only, once the need for purchase arises. iii. Maintaining the consumer-brand relationship by showing the emotional and sensitive side of the brand. Maintaining consumer -brand relationships results in the formation of social, financial, and structural bonds between organizations and consumers and enhances both customer share and customer lifetime value. When a customer buying one product from an FMCG brand starts buying more products from the same FMCG brand, customer share increases. For instance, if a customer buys shampoo from Proctor and Gamble, and starts buying detergents from the same brand, because of good advertising or a good product usage experience, the customer share of P&G increases. On the other hand, if a customer buys toothpaste from P&G, then the brand would like to ensure that the customer buys all toothpaste tubes, during his entire lifetime, from P&G only. For this purpose, P&G can ensure a continuous stream of information is sent to the consumer to enhance his perceived value for the brand and ensure brand loyalty and social media can be used as an active tool for this purpose. Figure 2. social Media marketing objectives of FMCg firms. source: author’s Compilation. COGeNT BUSINeSS & MANAGeMeNT 7 iv. enhancing congruence (Paul & Bhakar, 2018) between a brand’s image and a consumer’s self-concept. A consumer’s self-concept involves his/her personal attributes, fantasies, role identity, relationships, possessions, and other purposes based on one’s understanding. The brand image comprises the benefits, personality, or tangible and intangible attributes of a brand (Cho et al., 2015). When a consumer buys a product, he is looking for something that can perform a certain function and solve their specific needs. When he/she has a choice, he/she starts looking for a product that is similar to him and his/her personal attributes. This similarity or congruity between a consumer’s self-image and a brand’s image influences their product preferences, motives, and purchase intent (ericksen, 1997). Congruence between brand image and consumer self-concept develops a harmonious relationship between a consumer and brand, and social media can be used to play a significant role in this equation. The above discussion helps me identify the third research question for this study. (RQ3): Can a brand use social media content to augment the congruence between the brand’s image and consumer self-concept? In addition to the social media marketing objectives detailed above, several FMCG brands are using the medium for brand positioning and creating relevant brand-related perceptions in consumer minds. This is primarily aimed at crafting solid brand identities that have long-term impacts on consumer minds. By hosting appropriate brand-related content on social media, marketers can create a competitive advantage and differential positioning for a brand. (RQ4): Can social media usage enhance a brand’s positioning? The research questions can be summarised as follows: RQ1:Can social media effectively enhance brand trustworthiness and manage consumer relationships? RQ2:Can social media usage enhance consumer perceived value? RQ3:Can a brand use social media content to augment the congruence between its image and consumer self-concept? RQ4:Can social media usage enhance a brand’s positioning? 3. Research methodology This manuscript uses a case-based method to investigate the usage of social media by diverse organizations. Media organizations have been highly successful in leveraging this new digital tool for a range of objectives. The study makes use of the work on Crucial case theory by (eckstein, 1975) who described the crucial case as one “that must closely fit a theory if one is to have confidence in the theory’s validity.” Using this philosophy as a base, this manuscript has identified some decisive examples of FMCG organizations that have used social media effectively. The manuscript deviates from the traditional ‘one case’ methodology to a’ multiple case’ method and progresses to explore diverse propositions of interest. The four research questions discussed above, are examined by using four cases from Amazon.com, Gujarat Cooperative Milk Marketing Federation (Amul), Nivea and Hindustan Unilever Limited. The four organizations were selected based on the following criteria: 1. A well-defined social media presence spanning over one decade. 2. An integrated and consistent social media presence across multiple social media platforms including Instagram, Facebook, X, YouTube etc. 3. Significant evidence of active engagement of consumer audience across the Social MediaPlatforms. Some generic information about the four organizations under consideration is presented in Table 2. 14 V. AHUJA AND P. S. TABeCk References Abosag, I., Ramadan, Z. B., Baker, T., & Jin, Z. (2020). Customers’ need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites. Journal of Business Research, 117, 862–872. https://doi. org/10.1016/j.jbusres.2019.03.016 Akpoyomare, O. B., Adeosun, L. P. k., & Ganiyu, R. A. (2013). The influence of product attributes on consumer purchase decision in the Nigerian food and beverages industry: A study of Lagos Metropolis. 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