The impact of digital advertising on consumer buying behaviour in the local fashion industry

Abstract

Digital marketing evolves at a rate unlike any other industry. Over the past years we have witnessed radical changes in everything from online advertising to website design, and especially in respect of what is being labelled as ‘Content Marketing”. The main objective of the research study was to collate and analyse local consumer responses and opinions to a set of hypotheses covering various important aspects of online media digital advertising of fashion and wearing apparel; and how ‘advertised content’ is affecting users. The study population (n= 207 and m: f ratio= 43%:57%) and over an age range (0 to 50+years), comprised a host of individuals with potentially different socio-demographic backgrounds and attitudes towards online shopping and e-marketing. Participation was mainly via a web-hosted questionnaire, which was advertised by emails and by word of mouth to ensure a diversity in responses and a snowballing effect. Statistical analyses (ANOVA, regression analyses, probability hypothesis testing and multivariate analyses) revealed vital results which are perhaps indigenous to local internet users mainly that; in response to questions vis-a-vis users’ opinions regarding online shopping for fashion and wear there was acceptance for statements like ‘makes life easier’ (R2 = 0.5085, p=0.034), ‘provides relaxed environment’(R2 = 0.7206, p= 0.015), ‘prevents hassle of going to retail outlets’ (R2 = 0.8455, p= 0.044) and in respect of users’ opinion of online advertising and online marketing users disagreed that ‘it is there only for a younger generation’ (R2 = 0.1883, p= 0.006) but accepted that e-marketing is ‘essential in this day and age (R2 = 0.5971, p= 0.031). Local users use online search to ‘learn about new fashion’ (R2 = 0.6503, p= 0.002) and to explore and ‘find new products earlier than the average buyer’ (R2 = 0.5138, p= 0.065) but not necessarily for ‘bargains’ (R2 = 0.037, p= 0.071). Multivariate analyses revealed that there was no significant difference between choice from all forms of media sources that are available locally (print, TV & radio, brochures, online) and no significant difference between resorting for online search media sources when compared with socio-demographic variables i.e. age, gender, education level and employment status except for age categories 10-19 years, as well as 50+ years. Other important results showed that local users are ‘highly influenced by online advertising and bloggers’ (R2 = 0.6041, p= 0.020) even if their ‘trust in social media’ (R2 = 0.0578, p= 0.081) and ‘other online marketing’ (R2 = 0.0141, p= 0.039) is not strong.