Authors:

Harshita Saraogi, Rahul Gandhi Burra, Mahendra Kumar Shukla

Abstract:

Moment Marketing has been gaining a lot of attention lately. Majority of the companies, be it a multi-national organization or a small business that is being operated in India are now using this subset of marketing to grab the attention of their customers in order to increase their brand equity and sales. The type of content displayed in moment marketing advertisements and their relevance with the prevailing situations makes it very relatable for the viewers thereby making this type of content highly engaging and entertaining. Given the wide adoptability of the moment marketing, it is definitive that it must have some impact on its viewers, mostly converting into sales for the companies besides enhancing brand awareness and recall through continuous customer engagement.

This study attempted to understand and get insights on the extent to which moment marketing campaigns and the underlying advertising communication medium employed can influence buying behavior in consumers. These insights were drawn from the data that has been collected from 209 respondents through convenience sampling. This study also found how consumers’ buying behavior towards the products change when they view any moment marketing ads that are put up by the players of the industry. The authors employed exploratory research design and used descriptive statistics to present the research findings. The study has been confined to the Fast-Moving Consumer Goods (FMCG) Industry.

Keywords:

Consumer Behavior, Moment Marketing, Digital Marketing, Customer Engagement, FMCG Industry, Amul

Vol & Issue:

VOL.17, ISSUE No.4, December 2025