technological business environments via digital media since interacting with external sources of knowledge can help to enhance their capacities regarding the industry benchmark and competitive advantage. The determinants of social media participation often take utility-based approach and investigate the gratifications gained, perceived value, satisfaction, and habit. The theory of planned behavior explains the participation and loyalty of digital media users. When social media sites have resulted in significant increase in consumer brand reputation, which is a more open, transparent culture and a more efficacious way of working. For instance, among online communities, social media and blogs act as powerful and ideal arenas for consumers to disseminate and search for information from their established social networks via interpersonal interactions. In the process, brand-related data and views that are shared among personal contacts in social media sites can be regarded as more credible and trustworthy sources than other forms of communication ( Kavoura, Sakas & Tomaras 2017). Digital media has intensified instant personal interactions between brand and its community members. The ease with which people participate in digital communities has removed both physical and temporal barriers, thereby increasing the possibility and attitude of participation from consumers who might not have been able to do so in the past. Social media and email access have also moved
DIGITAL MARKETING AND CONSUMER BEHAVIOR 16 beyond the fixed physical space of the computer screen to the ubiquitous mobile channels of the smartphones, including the instant consumption and interactivity is catapulted by brand-related contents from other connected channels of communication. As the theory of planned behavior suggests, companies can use digital media platforms to create positive valence towards apparels and textile products. This task is often attained by intensifying personal interactions between the brand and its community. In particular, organizations use interpersonal messages in their Twitter posts to establish and strengthen close relationships with their consumers ( Kavoura, Sakas & Tomaras 2017). In the same way, consumers’ positive or negative valence towards certain products can be understood by companies by examining the tweets generated by customers to express their sentiments, complaints, and views relating to brands. This can give them insights into their future purchase decisions. In light of this concern, organizations can use social media as channels to foster communication and help organizations to develop mutually beneficial relationships with consumers. In digital environments where customers display themselves publicly to other people, a consumer that engages in electronic communication influences and expresses brand identity.