A Study on Relationship Marketing through Social Media Advertising Platforms: An Analysis of Menstrual Hygiene Brands

Abstract

Social Media has changed the communication process for people. It has become a two-way communication facilitator to share information, create awareness, purchase products, etc. Social Media is encouraging consumers to easily interact with the brands, forming an unbreakable bond known as relationship marketing. However, when it comes to menstrual health and hygiene, many studies have shown that there are various taboos and stigmas associated with it which hold consumers back from communicating or interacting openly. Although digital and social media channels are helping to increase consumer engagement and interaction, marketers or brands working in this sector, are still struggling to maintain the right relationship with their consumers due to these taboos. This has developed the need to study consumer engagement or interaction with Indian Menstrual Brands via social media channels. The data was collected through questionnaires among social media users and Whisper, Sirona, Nua, Pee Safe, and Sanfe were the menstrual brands selected for the study. The results highlighted that people do interact or engage with menstrual brands through social media to give feedback, and to purchase their products, but the popular reason is to get informed about the menstrual products. It was also found that Instagram, Facebook, and YouTube are popular social media platforms for interaction or engagement among respondents. This study contributes to the understanding of consumer engagement and interaction via these channels in the menstrual hygiene sector.