Evaluating the impact of digital marketing strategies on consumer behavior : a study of Khaadi in Pakistan
Athar, Haseeb (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060320010
https://urn.fi/URN:NBN:fi:amk-2025060320010
Tiivistelmä
This thesis was commissioned by Khaadi to examine how digital marketing strategies influence consumer behaviour in the Pakistani fashion industry, with Khaadi serving as the case study. The main objective of the research was to evaluate how digital tools such as Google Ads, Instagram, and Facebook campaigns affect customer engagement, brand perception, and purchasing decisions.
The theoretical framework of the study is based on consumer behaviour theories and digital marketing strategy principles. The literature review explored the role of visual content, influencer marketing, and emotional branding in shaping consumer preferences in a digitally-driven market. A quantitative research method was employed, and data was collected through an online consumer survey. The responses provided insights into how customers interact with Khaadi’s digital campaigns and how these interactions impact their purchasing behaviour.
The results indicate that digital marketing has a significant impact on consumer behaviour, especially in terms of brand recall, trust, and purchase intention. Consumers responded positively to personalized advertisements and frequent engagement through social media platforms. However, the findings also reveal that while Khaadi’s strategies are effective, there is room for improvement in targeting diverse customer segments and enhancing two-way communication. In conclusion, the thesis emphasizes the importance of innovative, consumer-centric digital marketing approaches for sustaining competitiveness in the fashion industry. The insights from this study may guide future strategic developments within Khaadi’s digital marketing efforts.
The theoretical framework of the study is based on consumer behaviour theories and digital marketing strategy principles. The literature review explored the role of visual content, influencer marketing, and emotional branding in shaping consumer preferences in a digitally-driven market. A quantitative research method was employed, and data was collected through an online consumer survey. The responses provided insights into how customers interact with Khaadi’s digital campaigns and how these interactions impact their purchasing behaviour.
The results indicate that digital marketing has a significant impact on consumer behaviour, especially in terms of brand recall, trust, and purchase intention. Consumers responded positively to personalized advertisements and frequent engagement through social media platforms. However, the findings also reveal that while Khaadi’s strategies are effective, there is room for improvement in targeting diverse customer segments and enhancing two-way communication. In conclusion, the thesis emphasizes the importance of innovative, consumer-centric digital marketing approaches for sustaining competitiveness in the fashion industry. The insights from this study may guide future strategic developments within Khaadi’s digital marketing efforts.