INFLUENCE OF DIGITAL MARKETING OF CLOTHING BRANDS AMONG COVENANT UNIVERSITY STUDENTS
Abstract
The high rate of the development of online marketing has transformed the fashion world whereby university students have become one of the most powerful consumers. This research paper will analyze how digital marketing affects the choice of clothes brands among students of Covenant University and how the use of various platforms (influencer marketing, personalized advertisements, social media interactions, promotional campaigns, and online reviews) affects the preferences and purchasing behavior. The paper was grounded on five objectives: to determine which digital marketing strategies have been found to influence the purchasing decision of the students; to test the effect of the social media engagement on the brand loyalty; to test the impact of influencers on shaping the fashion preferences; to test the effect of promotional campaigns and discount on the purchasing behavior; and to test the effect of online review and user-generated content on the brand perception. The theoretical approach that was adopted is the Social Influence Theory and Uses and Gratifications Theory. The survey and focus group design was used; the sample of 383 students was selected among the total population of 8,783. The data collection method used in the study was questionnaires and focus group discussions. The results showed that Instagram, influencer promotion and visually appealing advertisements have a strong impact on students in their choice to purchase clothes, whereas the involvement with social media and interactive campaigns, like giveaways, lead to brand loyalty. Conclusions were also made regarding the fact that the influence of online reviews and peer-written recommendations on perceptions of clothing brands is significant. The paper advises clothing companies interested in marketing to university students to invest in influencer relationship, interactive promotional initiatives and quality digital contents, including authenticity and transparency in marketing messages.
Keywords: digital marketing, clothing brands, social media, influencer marketing, consumer behaviour
Word Count: 264 words
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