Thesis Abstract

Abstract
This thesis explores the impact of digital marketing strategies on consumer behavior and brand loyalty within the dynamic context of the fashion industry. The rapid evolution of digital technologies has revolutionized the way businesses engage with consumers, particularly in the fashion sector where trends and consumer preferences change rapidly. Understanding how digital marketing strategies influence consumer behavior and foster brand loyalty is crucial for fashion brands aiming to thrive in the digital era. The research methodology adopted in this study is a mixed-methods approach, incorporating both quantitative and qualitative analyses. A comprehensive literature review was conducted to explore existing theories and empirical studies related to digital marketing, consumer behavior, and brand loyalty. The study also includes primary data collection through surveys and interviews with consumers and industry experts to gain valuable insights into the practical implications of digital marketing strategies in the fashion industry. Chapter 4 presents a detailed discussion of the findings, highlighting the key factors influencing consumer behavior and brand loyalty in response to digital marketing strategies. The analysis reveals the significance of personalized content, social media engagement, influencer marketing, and omnichannel strategies in shaping consumer perceptions and fostering brand loyalty. The study also identifies challenges and limitations faced by fashion brands in implementing effective digital marketing strategies. In conclusion, the research findings underscore the critical role of digital marketing in influencing consumer behavior and driving brand loyalty in the fashion industry. By leveraging digital technologies effectively, fashion brands can enhance their engagement with consumers, build brand loyalty, and gain a competitive edge in the market. The insights provided in this thesis offer valuable implications for fashion marketers, highlighting the importance of adapting to the digital landscape to meet evolving consumer expectations and preferences.

Thesis Overview