{"id":3316,"date":"2025-12-29T10:37:28","date_gmt":"2025-12-29T10:37:28","guid":{"rendered":"https:\/\/ujm.com.ng\/?p=3316"},"modified":"2025-12-29T10:37:29","modified_gmt":"2025-12-29T10:37:29","slug":"effects-of-digital-marketing-and-consumer-brand-awareness-on-clothing-fashion-industry-in-benin-city","status":"publish","type":"post","link":"https:\/\/ujm.com.ng\/index.php\/2025\/12\/29\/effects-of-digital-marketing-and-consumer-brand-awareness-on-clothing-fashion-industry-in-benin-city\/","title":{"rendered":"Effects of Digital Marketing and Consumer Brand Awareness on Clothing Fashion Industry in Benin City"},"content":{"rendered":"\n<p class=\"has-text-align-center\"><strong>Idowu Samuel Idogun<\/strong>* <br>&amp; <br><strong>E. C. Gbandi PhD<\/strong><br>Department of Marketing, <br>Faculty of Management Sciences<br>University of Benin, Benin City, Nigeria<br>*For correspondence, email: idowu.idogun@uniben.edu<\/p>\n\n\n\n<p><strong>Abstract<\/strong><\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p><strong>Keywords: <\/strong>Digital Marketing, Consumer Brand Awareness, Fashion Industry, Benin City, Social Media Marketing, Influencer Marketing<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><a href=\"https:\/\/ujm.com.ng\/wp-content\/uploads\/2025\/12\/2025-UJM-Vol-4-No.4-31.12.2025-115-132.pdf\">DOWNLOAD FULL TEXT IN PDF<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Idowu Samuel Idogun* &amp; E. C. Gbandi PhDDepartment of Marketing, Faculty of Management SciencesUniversity of [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3277,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[146],"tags":[493,494,254,492,495,281],"class_list":["post-3316","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-benin-city","tag-consumer-brand-awareness","tag-digital-marketing","tag-fashion-industry","tag-influencer-marketing","tag-social-media-marketing"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Effects of Digital Marketing and Consumer Brand Awareness on Clothing Fashion Industry in Benin City - Uniben Journal of Marketing<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ujm.com.ng\/index.php\/2025\/12\/29\/effects-of-digital-marketing-and-consumer-brand-awareness-on-clothing-fashion-industry-in-benin-city\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Effects of Digital Marketing and Consumer Brand Awareness on Clothing Fashion Industry in Benin City - Uniben Journal of Marketing\" \/>\n<meta property=\"og:description\" content=\"Idowu Samuel Idogun* &amp; E. C. Gbandi PhDDepartment of Marketing, Faculty of Management SciencesUniversity of [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ujm.com.ng\/index.php\/2025\/12\/29\/effects-of-digital-marketing-and-consumer-brand-awareness-on-clothing-fashion-industry-in-benin-city\/\" \/>\n<meta property=\"og:site_name\" content=\"Uniben Journal of Marketing\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-29T10:37:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-29T10:37:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ujm.com.ng\/wp-content\/uploads\/2025\/12\/ujm_vol_4_4.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1416\" \/>\n\t<meta property=\"og:image:height\" content=\"414\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"osaifo.osigo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"osaifo.osigo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/12\\\/29\\\/effects-of-digital-marketing-and-consumer-brand-awareness-on-clothing-fashion-industry-in-benin-city\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/12\\\/29\\\/effects-of-digital-marketing-and-consumer-brand-awareness-on-clothing-fashion-industry-in-benin-city\\\/\"},\"author\":{\"name\":\"osaifo.osigo\",\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/#\\\/schema\\\/person\\\/c8903c98a98c5ec11dbae639c35bbd06\"},\"headline\":\"Effects of Digital Marketing and Consumer Brand Awareness on Clothing Fashion Industry in Benin City\",\"datePublished\":\"2025-12-29T10:37:28+00:00\",\"dateModified\":\"2025-12-29T10:37:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/12\\\/29\\\/effects-of-digital-marketing-and-consumer-brand-awareness-on-clothing-fashion-industry-in-benin-city\\\/\"},\"wordCount\":238,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/12\\\/29\\\/effects-of-digital-marketing-and-consumer-brand-awareness-on-clothing-fashion-industry-in-benin-city\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ujm.com.ng\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/ujm_vol_4_4.png\",\"keywords\":[\"Benin City\",\"Consumer Brand Awareness\",\"Digital Marketing\",\"Fashion Industry\",\"Influencer Marketing\",\"Social media marketing\"],\"articleSection\":[\"Digital Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/12\\\/29\\\/effects-of-digital-marketing-and-consumer-brand-awareness-on-clothing-fashion-industry-in-benin-city\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/12\\\/29\\\/effects-of-digital-marketing-and-consumer-brand-awareness-on-clothing-fashion-industry-in-benin-city\\\/\",\"url\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/12\\\/29\\\/effects-of-digital-marketing-and-consumer-brand-awareness-on-clothing-fashion-industry-in-benin-city\\\/\",\"name\":\"Effects of Digital Marketing and Consumer Brand Awareness on Clothing Fashion Industry in Benin City - 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