Click, shop, slay: analyzing the influence of digital marketing on youth's fashion brands in Malaysia

Haris Fadzilah, Asmaul Husna and Anak Roger, Jessie Paige and Ismail, Mohammad Naim and Hassan, Muhammad Mujaheed and Chan, Tak Jie and Abu Bakar, Nur Fardilla Nadia and Ramdzan Ali, Al Amirul Eimer (2024) Click, shop, slay: analyzing the influence of digital marketing on youth's fashion brands in Malaysia. Educational Administration: Theory and Practice, 30 (5). pp. 2751-2774. ISSN 1300-4832 E-ISSN 2148-2403

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Abstract

Anticipated growth in internet usage among Malaysians is projected to reach 1.9 million users, reflecting a 5.68 percent increase between 2023 and 2028. This trend underscores the strategic importance for businesses to establish a presence on social networking sites to leverage digital marketing for effective brand promotion. Despite evidence supporting the efficacy of digital marketing, certain fashion brands remain hesitant to adopt this approach. This research aims to examine the influence of digital marketing channels on the purchasing decisions of youths in Malaysia, focusing on fashion brands. The study seeks to elucidate the relationship between email marketing, online advertising, social media marketing, and mobile marketing on the purchasing behavior of Malaysian youth. Employing a quantitative methodology, an online questionnaire administered via Google Form was utilized, with 374 undergraduate students from a public university in Malaysia participating. Data analysis involved Statistical Package for the Social Sciences (SPSS), Pearson Correlation Coefficient, and Multiple Linear Regression analysis. The findings indicate positive and significant relationships between online advertising, social media marketing, and mobile marketing with youths' purchase decisions concerning fashion brands. However, email marketing did not demonstrate a significant positive relationship. This study underscores the importance for fashion brand owners to leverage digital platforms effectively and highlights the specific digital channels that exert the most influence on youth purchasing behavior

Item Type:	Article (Journal)
Uncontrolled Keywords:	digital marketing, email marketing, social media marketing, online advertising, mobile marketing, purchase decisions
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5717 Business communication P Language and Literature > P Philology. Linguistics > P87 Communication. Mass media
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences Kulliyyah of Economics and Management Sciences > Department of Business Administration Kulliyyah of Sustainable Tourism and Contemporary Languages
Depositing User:	Dr Al Amirul Eimer Ramdzan Ali
Date Deposited:	13 May 2024 12:37
Last Modified:	13 May 2024 15:05
URI:	http://irep.iium.edu.my/id/eprint/112181

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