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September 5, 2025Journal of Informatics Education and ResearchOpen Access

A Study of the Influence of Social and Digital Marketing on Consumer Behaviour in the Apparel Sector

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Authors

PGPriyanka Gaur

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Overview

Quantitative research demonstrates the impact of digital marketing factors on consumer behaviour in apparel, indicating areas for improvement.

Key Points

  • Content marketing has the strongest influence on purchasing decisions, affecting consumer behaviour significantly.
  • The study involved data collection from 384 individuals using a conventional questionnaire to analyze responses.
  • Regression analysis using SPSS 24 was employed to assess the relationships between digital marketing factors and consumer behaviour.
  • The insights suggest that user experience and storytelling in digital marketing ads enhance consumer engagement and sales.

Cite This Study

Priyanka Gaur (2025) studied this question.

synapsesocial.com/papers/68c239a3b210217d6477ca0ahttps://doi.org/10.52783/jier.v5i4.3536
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