Abstract:
"This study was conducted to examine the effectiveness of online social media advertising
as a tool for brand building. For this purpose, online digital media tools such as social
media, mobile phone marketing, SEO and email marketing were taken into consideration.
This study has collected 248 responses through a questionnaire where quantitative
method have been used for data collection and analyses of the data are done through
SPSS software to derive the results which demonstrated the fact that all selected digital
channels have a positive influence on brand building for the FMCG sector. This study for
marketers and businesses emphasizes the fact that using this as a strategy in marketing
will make them build brand sustainability and maintain a market share in the industry. "
