The Influence of Digital Marketing on Consumer Purchase Decisions toward Fast Fashion Products

The purpose of this thesis is to examine the influence of digital marketing on consumer purchase decisions toward fast fashion products. Four major digital channels that are popular with fast fashion consumers are selected for the study, namely social media marketing, blogs and websites, branded mobile apps, and email marketing. A quantitative research methodology was adopted, and the data were collected from 420 consumers through online questionnaires. The findings of the study revealed that there is indeed a relationship between the chosen digital marketing channels and the decisions to buy fast fashion products of the consumers. Hypothesis testing indicated that blogs/websites, branded mobile applications, and email marketing have positive impacts on consumer purchase decisions, whereas contrary to the expectations, the effect of social media marketing on purchase decisions is negative. The results of this study contribute to the existing literature related to digital marketing and consumer behaviors in the fast fashion industry. Businesses are recommended to adopt suitable marketing strategies to increase sales and remain competitive in today’s business environment.