Published Online:March 2026
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:IJBRM010326
DOI:10.71329/IUPJBRM/2026.23.1.5-27
Author Name:Silgy Joseph Thannippara, Jeny Maria John and Gimson D Parambil
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:5-27
The study empirically examines the influence of social media marketing activities (SMMAs) on brand resonance (BR) in the fast-moving consumer goods (FMCG) sector, with brand experience (BE) as a mediating factor. 384 social media users participated in the survey conducted. Using a cross-sectional research design, the study conducted exploratory factor analysis (EFA), regression, and mediation (Process Macro). EFA found that BE in this setting is a three-dimensional construct with emotional connection, sensory-cognitive engagement, and interactive co-creation. Emotional connection was found to be a critical predictor of BR. Mediation analysis also supported that BE was a partial mediator in the association between SMMAs and BR. The results also revealed that TikTok and Instagram users showed higher resonance scores than Facebook users. The study suggests that SMMAs are most successful in the case of FMCG brands, as long as the brands are thematically designed to offer authentic, vibrant, and multi-sensory brand experiences, resulting in dominant customer loyalty. The findings provide managers with a structured framework to focus their efforts on social media for maximum benefit.
The fast-moving consumer goods (FMCG) industry is characterized by high-volume, low margin products with short life cycles and intense competition. In an overcrowded field, where there is little functional differentiation, constructing a powerful, emotional brand is not just