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1 Mar 08, 2025
A STUDY ON THE IMPACT OF SOCIAL MEDIA ON FMCG MARKETING: A SHIFT FROM TRADITIONAL ADVERTISING

This study looks at how the FMCG sector is moving away from traditional advertising to social media marketing. It is providing an overview of key trends, challenges and opportunities that are presented by the sector moving to this new paradigm. FMCG firms are increasingly concentrating on social media for individualized and interactive consumer interaction as consumer behavior changes and digital platforms become more popular. The study will take into account a range of topics including the growth of social commerce, data driven tactical, short form video content as well as influencer marketing. By taking upon the use of secondary data the study will attempt to measure the impact of social media on sales performance as well as customer loyalty and brand awareness. The difficulties for FMCG companies is also covered in the research such as the requirement to adapt to rapidly evolving algorithms and maintaining brand awareness online. The results show that that even though traditional advertising is still relevant the benefits of integrating strategies which make use of both traditional and digital channels are the best going forward for FMCG marketing strategy. Brands are now afforded a vast opportunity to innovate commercially as well as attract new audiences and improve overall marketing efficacy after this change....

Authors: Srishti Malviya, Jyotika James.

2 Mar 08, 2025
Virtual Recruitment in HR: A Case Study of Lifespan Biotech Pvt. Ltd.

As a result of technology and the shifting workforce landscape, virtual recruitment now forms the backbone of human resource management. This paper focuses on the virtual recruitment practices of hiring at Lifespan Biotech Pvt. Ltd., particularly the effectiveness of the digital hiring processes, its challenges, and best practices. Using a broad case study approach, the paper analyses the results of virtual hiring in relation to its efficiency, candidate engagement, and organizational change readiness. The research points illustrate that although virtual recruitment improves accessibility and reduces cost, it poses challenges in the forms of communication obstacles, the need for technology, cultural fit evaluation and boundaries, and many more. The final analysis of the paper recommends hiring tool methods through improved organizational frameworks, higher levels of communication, and sophisticated HR tools. ...

Authors: Alshifa Siddiqui, Alisha Hashmi.

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