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Kalsi, Anagha Raghupathi (2022) Investigating the impacts of digital marketing on consumer buying behavior in the fast fashion industry of Ireland – a case study of ZARA. Masters thesis, Dublin, National College of Ireland.
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Abstract
Digital marketing is a leading frontier in international business studies because the digital transformation of businesses demands digital solutions for their marketing needs. This research study aims to investigate the impacts of digital marketing on consumer buying behaviour for a specific fast fashion brand – Zara in Ireland. The position of Zara in the fast fashion industry of Ireland was affected due to the rise of emerging and proactive brands. This investigated how brand loyalty and consumer behaviour can be managed effectively through digital marketing. Using an online questionnaire survey, this study conducted a quantitative data collection method to understand the factors impacting consumer behaviour toward buying fast fashion products in Ireland. Through descriptive statistical techniques, the researcher analyzed and found that Zara has an ineffective digital marketing strategy and a less effective digital identity in the industry as compared to competitors. However, it was found that customers trust Zara for its high-quality product. Therefore, it was recommended that Zara can leapfrog in the market if it rebrands its image for green digital marketing and invests in the right direction of digital marketing.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Ramirez, Rachel UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing > e Marketing H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry |
| Divisions: | School of Business > Master of Science in International Business |
| Depositing User: | Tamara Malone |
| Date Deposited: | 21 Mar 2023 17:24 |
| Last Modified: | 21 Mar 2023 17:24 |
| URI: | https://norma.ncirl.ie/id/eprint/6371 |
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