The Impact of Digital Marketing and Communication for Fashion Products on Francophone Consumer Behavior

Abstract

Today the digital side has taken a prominent place in our society. Lots of companies developed their own digital platform to sell their products and services while extensively communicating about them. The pur pose of this study is to find out how digital marketing and communication, related to fashion products, im pact the Francophone consumer’s behavior. A survey is the selected research instrument that was made available to a sample of consumers. This investigation is based on quantitative data. The selected research approach is inductive with a cross-sectional collection of data. The results of this empirical study reveal that the digital marketing and communication impact the Francophone consumers in many ways and more spe cifically the young generation through social media. For example, the author notices that 25% of the Gen-Z spend between 4 and 6 hours of their time on social media while 9% of the Millennials spend between 4 and 6 hours. However, only 2% of the Gen-X spend between 1 and 3 hours on social media. The author can say that mostly of the respondent spent between 4 and 6 hours expect for the Gen-X which is more be tween 1-3 hours even if 1% of them spent between 4 and 6 hours. The conclusion of this study is that digi tal marketing and communication have many impacts on the Francophone consumers’ behavior during the different stages of purchase an in the consumer decision. It can be positive or negative, but we need to have a qualitative questionnaire to know more about it.