CHAPTER TWO: LITERATURE REVIEW II.1.Introduction The influence of social media and email marketing on consumer behavior has attracted a lot of scholarly attention. However, there is paucity in research about its impacts specifically to the apparel industry. The apparel sector has always depended on marketing to improve the sale of
DIGITAL MARKETING AND CONSUMER BEHAVIOR 21 products. A significant fraction of firms that operate within this sector are increasingly embracing social media channels to support their marketing functions. These firms use online channels to disseminate data about their brand, products and services to prospective consumers. The primary objective of digital marketing is to reach prospective consumers via channels that people spend their leisure time reading, searching, shopping, and socializing. According to a survey conducted by Delloitte (2017) the apparel sector is witnessing large scale changes as a direct consequence of the increase in social and email marketing technologies and its effects on consumer behavior. In particular, social media transformation is the mechanism through which the firms enhance brand reputation and image in uncertain and complex situations. Social media transformation has also increased the availability of big data and analytics, which continues to be used by fashion organizations to strategically tailor their products and promotional messages to meet consumer needs and experiences (Delloitte, 2017). According to Deloitte (2017), the main challenge that apparel firms continue to confront is to ensure that firms embrace digital transformations in all aspects of their organizational culture. The fashion sector, ranging from global discount retailers to exclusive luxury brands, often drive a major component of the global economy. Apparel industry is one of the most challenging fields, which are strongly influenced by the international economic uncertainties and unique trends and industrial changes. In response to the piling pressure for growth and cost efficacy, many brands have begun to launch a collection of programs geared towards improving their speeds to target markets and implement sustainable innovation in their key product designs, development, and supply chain processes. One of the major challenges that many fashions brands face is that they still moving at a snail’s pace on matters related to meeting consumer expectations and behavior. The role of the customer has shifted from being mere passive observers to enabled dominance. Customers are no longer
DIGITAL MARKETING AND CONSUMER BEHAVIOR 22 merely satisfied with just purchasing apparel products (Delloitte, 2017). Rather, the phenomenal growth in the utilization of social media and email technologies has empowered them to provide their views regarding the products and services offered by different firms. For instance, digital users currently seek to interact, belong, influence, and form part of the brands from which they purchase (Delloitte, 2017).