THE EFFECT OF DIGITAL MARKETING ON CUSTOMER PURCHASING DECISIONS: A CASE OF THE FASHION INDUSTRY

Abstract

ABSTRACT Digital marketing has become a vital tool for expanding market reach and shaping customer purchasing behavior. This study investigated the impact of digital marketing on customer purchasing decisions in the fashion industry in Mwenge, Dar es Salaam, Tanzania. Specifically, it examined the perceived influence of mobile marketing on customer satisfaction, explored customer attitudes toward email marketing, and assessed the role of social media in shaping purchasing decisions. The study adopted a positivist philosophy and employed a descriptive, cross-sectional research design with a quantitative approach. Data were collected from 82 fashion customers using structured questionnaires. A probability sampling technique specifically simple random sampling via the lottery method was used to select respondents. Data analysis involved descriptive statistics (frequencies and percentages) and inferential analysis using multiple linear regression to examine relationships between dependent and independent variables. Findings revealed that mobile, email, and social iated for its cost-effectiveness, relationship-building potential, and information sharing. Social media fosters brand engagement through product promotion, audience interaction, content sharing, and transparency. The study concludes that these digital marketing channels are key drivers of customer behavior in the fashion industry. To strengthen digital marketing strategies, businesses are advised to invest in mobile tools for instant updates, design personalized and targeted email campaigns, and build trust through consistent and authentic social media engagement. Customers should be encouraged to interact actively with these platforms to enhance their shopping experience. For further research, future studies could explore the long-term effects of digital marketing on customer loyalty, compare digital marketing effectiveness across different industries.media marketing significantly influence customer purchasing decisions. Mobile marketing enhances real-time communication, website access, and personalized messaging. Email marketing is apprec