The Influence of Digital Marketing on Consumer Purchase Intentions: A Mixed-Methods Case Study of Fashion Brands

Description

The Influence of Digital Marketing on Consumer Purchase Intentions: A Mixed-Methods Case Study of Fashion Brands

Abstract

Digital marketing is vital to transform consumer purchase intentions to progress the fashion industry. Basically, the research aims to explore customer journey and purchase behavior while engaging with digital marketing tools to shop for high fashion brands. The rise of social media increased customized advertisements by connecting customers to brands. Digital platforms offer interactive experiences for decision-making. Moreover, targeted marketing and collaborations help to create brand awareness while creating purchase decisions. To ensure that creative and effective campaigns are conducted, measuring impact is needed. The research focuses to create consumer commitment and loyalty to a brand and its products.

Furthermore, the paper utilizes mixed research methods that combine qualitative surveys and interviews with a customer based on their purchase requirements patterns. Such details can help the marketing team analyze the impact of fashion brands’ innovative marketing methods. Meanwhile, study measures quantitative details based on data extracted from marketing statistics. They focus on selecting a brand based on marketing content, browsing habits, and responses that are provided for each company. For instance, fashion brands utilize data analytics and gather information to estimate customer preferences. Besides, it helps brands analyze data and adjust techniques.

Digital marketing can help create form customer purchases, creating customized engagement. With the rise of e-commerce activities, digital marketing integrates with fashion sector to redefine accessibility. Moreover, customer purchase intentions are tracked through a mixed research approach. Therefore, sophisticated technology and innovative marketing approaches are future paths for digital marketing. Overall, organizations connect data-driven approaches and strategies to create a robust connection to customers.

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