The influence of digital marketing on consumer behaviour in the fast fashion industry in Malta

Abstract

Purpose: The study was designed to investigate the influence of digital marketing on consumer behaviour within Malta's fast fashion industry. Design: A quantitative survey was conducted among 474 Maltese consumers following the research onion model. The research methodology involved descriptive statistics, correlation analysis, and reliability testing. Findings: The research revealed that digital marketing significantly shapes consumer attitudes and behaviours toward fast fashion products, with social media and influencer marketing emerging as the most influential channels. Additionally, factors such as price, quality, and brand reputation were found to impact consumer attitudes. Demographic variables, including age, gender, income, and education, played a pivotal role. Notably, social media marketing had the most significant impact on individuals aged 18-25 years, while email advertising was more effective for those aged 41-50 years. It's worth noting that gender imbalances and educational biases among respondents could impact the statistical power of the analysis. Conclusions: The findings carry substantial implications for businesses, fast fashion clients, and society at large. Furthermore, future research endeavours could explore the effects of digital marketing on consumer behaviourin various industries and countries. Value: This research provides valuable insights into the impact of digital marketing on consumer behaviour in Malta's fast fashion sector, including the effectiveness of different digital marketing channels and the influence of demographic variables.