The Impact of Digital Marketing Strategies on Brand Equity and Generation Z Consumer Behavior in the Fast Fashion Industry

Abstract

This research paper is about studying the Impact of Digital Marketing Strategies on Brand Equity and Generation Z Consumer Behavior in the Fast Fashion Industry. Indeed, it is a topic that seems relevant to me. Moreover, as a member of this generation myself, I thought it was good to even study at this generation level since they would be consumers of tomorrow. The essence of this investigation is to carry out a quantitative survey questionnaire of at least 12-27-year-olds respondents corresponding to Generation Z. Additionally, mono-methods in the form of a survey questionnaire were chosen. The respondents were cross-sectionally surveyed because data was collected at a single point in time. Furthermore, a deductive research approach with realism as its philosophical grounding was chosen. The results reveal that not every concept utilized in the questionnaire impacts brand equity and consumer response significantly. The regression analysis results reveal that Interaction (p < 0.05), Trendiness (p < 0.001), and WOM (p < 0.05) pose a highly significant positive effect on Brand Equity. Meanwhile, the regression analysis reveals that Customization (p < 0.05), WOM (p < 0.05), and Brand Equity (p < 0.05) have a significant positive impact on Consumer Response.; Future studies should highlight adequate participant diversity through broad platforms, incentives, and clear questionnaires. Improving reliability through polished questions and validated measurement scales, as well as delving deeper into central concepts, would be more beneficial in understanding their influence and variations in social groups.