Digital marketing on consumer buying behaviour : a case study of Pakistani apparel brands

Abstract

Digital marketing is a powerful modern business strategy for increasing apparel brand awareness through social media and e-commerce. However, there has not been in-depth market research on how to meet consumers’ changing preferences and needs via digital marketing. Therefore, this study aims to investigate the role of digital marketing in consumer buying behavior in Pakistan, considering famous apparel brands as a convenience sampling. The AIDA model is considered for examining the issues. The study applies thematic analysis to evaluate the pattern of collected data through Microsoft Forms and interviews over the phone with ten apparel brand professionals. Empirical findings indicate that Pakistani apparel brands advertise online and promote themselves using digital platforms like Instagram, Facebook, and YouTube. Nevertheless, various digital marketing tools and techniques must be considered, including digital billboards, video channels, SEO, PPC, email, and content marketing. The study also reveals that when the AIDA model is applied in digital marketing, digital infrastructure, and national and regional culture should be considered. The study suggests that Pakistani clothing brands should prioritize digital marketing tools for advertising because customer behaviors toward online shopping differ in different cities. For example, customers buy apparel brands by visiting stores if the digital infrastructure needs to be better developed in a specific area. Therefore, companies must set digital marketing goals nationally or regionally to achieve financial efficiency.