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Role of Social Media Engagement (Likes, Shares, Comments) in FMCG Brand Preference in Western Uttar Pradesh

Sumit Kumar
Research Scholar -Department of Business Administration,
MJP Rohillkhand University, Bareilly

Prof. A.K. Sarkar
Professor -Department of Business Administration,
MJP Rohillkhand University, Bareilly

Abstract
In recent years, social media has emerged as a dominant platform for consumer interaction, especially in emerging markets like India. This study investigates the relationship between social media engagement—measured through likes, shares, and comments—and consumer brand preference for Fast-Moving Consumer Goods (FMCG) in Western Uttar Pradesh (UP), a region characterized by a rapidly growing digital audience. Using a cross-sectional survey of 400 respondents across five key districts (Meerut, Moradabad, Bareilly, Saharanpur, and Aligarh), a composite engagement score was developed and correlated with self-reported brand preference on a five-point Likert scale. Data analysis revealed a weak but statistically significant positive correlation (r = 0.08, p < 0.05) between social media engagement and brand preference. Likes and shares demonstrated a greater influence than comments in predicting brand affinity. Visual representations further highlighted that engagement has a diminishing effect beyond a certain threshold. The findings suggest that while digital engagement influences brand perception among FMCG consumers in Western UP, the relationship is nuanced and not uniformly strong across all engagement types. The study provides actionable insights for marketers seeking to enhance brand positioning through social platforms in semi-urban regions.

Keywords: Social Media Engagement, FMCG Brands, Brand Preference, Likes, Shares, Comments, Western Uttar Pradesh, Consumer Behavior, Digital Marketing, Engagement Score.