Idowu Samuel Idogun*
&
E. C. Gbandi PhD
Department of Marketing,
Faculty of Management Sciences
University of Benin, Benin City, Nigeria
*For correspondence, email: idowu.idogun@uniben.edu
Abstract
The rapid evolution of the fashion industry, driven by changing consumer behaviours and technological advancements, has heightened the importance of digital marketing in building consumer brand awareness. This study investigated the effect of digital marketing strategies on consumer brand awareness in the clothing fashion industry in Benin City, Edo State, Nigeria. Employing a cross-sectional survey design, data were collected from 457 fashion consumers using a structured questionnaire and analyzed through correlation and multiple regression techniques. The study examined six dimensions of digital marketing: social media marketing, influencer marketing, search engine marketing, email marketing, mobile marketing, and content marketing. Findings indicate that social media marketing, influencer marketing, email marketing, mobile marketing, and content marketing have a significant positive impact on consumer brand awareness, while search engine marketing showed no significant effect. The results underscore the critical role of strategic digital marketing in enhancing brand visibility, consumer engagement, and competitive positioning within the local fashion market. The study provides actionable insights for fashion brands in Benin City to optimize digital marketing initiatives and strengthen brand awareness among consumers.
Keywords: Digital Marketing, Consumer Brand Awareness, Fashion Industry, Benin City, Social Media Marketing, Influencer Marketing
