Looking Beyond Conventional Advertising Platforms: Exploring Interactive Marketing for Menstrual Brands on Social Media

Abstract

The advent of the digital era has transformed marketing practices and reshaped consumer behaviour. Social media is a type of communication media that allows interactive marketing and has gained popularity among marketers due to its advantages over traditional communication channels. Brands can utilize interactive marketing on social media to engage in marketing endeavours such as product launches, communicating with both existing & potential consumers, and expanding their business networks. Brands are doing interactive marketing on social media to captivate the consumer's interest and attention.
Social media has sparked a movement of menstrual activism that aims to normalize and destigmatize menstruation, emphasizing that it is a natural bodily process that should not be hidden or avoided in discussions. While social media encourages open dialogue between menstrual brands & consumers, the stigma surrounding menstruation in many societies prevents people from freely discussing it. Hence, this paper aims to understand the key drivers of interactive marketing for menstrual brands on social media platforms, including factors such as interactive content, gratifications, interactive videos, personalized content, and social media influencers. Also, this paper analyzes the role of interactive marketing in consumer purchases of menstrual products and examines the consumer reactions towards the interactive marketing approaches adopted by menstrual brands on their social media channels.
This study uses a quantitative approach and the data are collected through questionnaires from female social media users. The hypotheses of this study are analyzed using two-way ANOVA. The findings highlight the significance of interactive marketing on social media platforms for menstrual brands, shedding light on the factors that contribute to the success of interactive marketing approaches on social media channels. The results also show that interactive marketing methods on social media increase the sales of menstrual products among consumers.
While numerous studies have explored the relationship between interactive marketing and social media, there is a noticeable gap in the existing literature when it comes to the specific intersection of interactive marketing on social media platforms and menstrual brands. In terms of managerial impact, this study emphasizes the potential for menstrual brands to employ interactive marketing strategies on social media platforms as a means to encourage increased consumer purchasing behaviour.