Abstract : This study examines the effectiveness of social media marketing strategies in driving customer engagement within the Fast-Moving Consumer Goods (FMCG) sector in Pune. The study focuses on six key areas: social media marketing strategies, influencing factors, types of social media strategies, user-generated content, customer engagement and brand building, and customer behavior and decision-making. By analyzing these aspects, the study explores their role in improving interactions between customers and brands. The findings confirm that the collected data is suitable for detailed analysis and provide insights into how social media marketing impacts consumer behavior. These insights offer valuable recommendations for businesses in the FMCG sector to enhance their marketing efforts and improve customer engagement.

Keyword : Social Media, Marketing Strategies, Brands Building, Customer Engagement, Influencer Marketing.