EFFECT OF DIGITAL MARKETING ON CONSUMER

BEHAVIOUR IN THE FASHION INDUSTRY OF DHARAN

BY

Sanskrity Acharya
Exam Roll No.: 27533/20
T.U. Registration No: 7-2-7-57-2020

A Summer Project Report Submitted to

Faculty of Management, Tribhuvan University
In partial fulfillment of the requirement for the degree of

Bachelor of Business Administration

At the
Mahendra Multiple Campus Tribhuvan
University

Dharan, Sunsari

December 2024
 Student Declaration

This is to certify that I have completed the summer project entitled "Effect of Digital
Marketing on Consumer Behaviour in the fashion industry of Dharan.” under the
guidance of “Mr. Javed Ali Mansuri" in partial fulfilment of the requirement for the
degree of Bachelor of Business Administration at the Faculty of Management,
Tribhuvan University. This is my original work, and I have not submitted it earlier
elsewhere.

Date: Signature:
22nd Mangsir, 2082 Sanskrity Acharya

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 Certificate from the Supervisor

This is to certify that the summer project entitled “Effect of Digital Marketing on
Consumer Behavior in Fashion Industry of Dharan.” submitted in partial fulfillment of
the requirements for the degree of Bachelor of Business Administration at the
Faculty of Management, Tribhuvan University under my guidance and supervision. To
my knowledge, the information I presented in the summer project report has not been
submitted elsewhere.

Signature of the Supervisor

Javed Ali Mansuri
Lecturer
Date:

ii
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 Acknowledgement

I would like to express my deepest appreciation to all those who provided me with the
possibility to complete this report. Special gratitude is given to respected lecturer Mr.
Javed Ali Mansuri, whose contribution in stimulating suggestions and encouragement
helped me to coordinate my project, especially in writing this report.
In addition, I am equally thankful to the respondents, who provided actual
information regarding the project, without which the study could not have been
completed with a higher degree of reliability and validity.
Finally, I would like to take this opportunity to express my sincere thanks to
my family and friends for their consistent support, encouragement, and unconditional
love for me for the accomplishment of this project.

Thankfully,
Sanskrity Acharya
Mahendra Multiple Campus, Dharan

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 Table of Contents

Student Declaration .......................................................................................................

ii
Certificate from the Supervisor .....................................................................................
iii
Acknowledgement .........................................................................................................
iv
Table of Contents ...........................................................................................................
v
List of Table .................................................................................................................
vii
List of Figure ..............................................................................................................
viii
Executive Summary .......................................................................................................
ix
Chapter 1 Introduction ............................................................................................... 1
1.1 Context Information ..........................................................................................
1
1.2 Statement of Problem ........................................................................................
2
1.3 Purpose of the Study ..........................................................................................
3
1.4 Significance of the Study ...................................................................................
4
1.5 Literature Review ..............................................................................................
4
1.6 Research Methodology ......................................................................................
6
1.6.1 Data Collection Techniques ......................................................................
6
1.6.2 Research Types .........................................................................................
6
1.6.3 Research Design .......................................................................................
6
1.6.4 Population and Sample Selection .............................................................
6
1.6.5 Data Collecting Sources and Instruments .................................................
7

v
 1.6.6 Data Analysis Tool ................................................................................... 7
1.7 Limitations of the Study ....................................................................................
7
1.8 Conceptual Framework ......................................................................................
8
Chapter 2 Data Presentation and Analysis .............................................................. 10
2.1 Respondent Profile ..........................................................................................
10
2.1.1 Classification Based on Gender ..............................................................
10
2.1.2 Classification based on Age ....................................................................
11
2.2 Data presentation and analysis .........................................................................
11
2.2.1 Frequency of Online Purchases for Fashion Apparel .............................
12
2.2.2 Frequency of Engagement with Fashion Brands on Social Media .........
13
2.2.3 Digital Platforms Influencing Fashion Purchases ...................................
14
2.2.4 Influence of Digital Marketing Strategies on Purchase Decisions .........
15
2.2.5 Frequency of Purchasing an Influencer-marked Product ........................ 17
2.2.6 Factors Driving Engagement with Fashion Brands on Social Media ..... 18
2.2.7 Primary Source of Information for Fashion Apparel Purchase Decisions
......................................................................................................................................
18
2.2.8 Most Appealing Digital Content for a Fashion Purchase Decision ........ 20
2.3 Findings and Discussion .................................................................................. 21
Chapter 3 Conclusion and Action Implication ........... Error! Bookmark not defined.
3.1 Conclusion ....................................................................................................... 24
3.2 Action Implementation .................................................................................... 26

References …………………………………………………………………………...29
Appendix ……………………………………………………………………...……..32

vi
 List of Table

Table 1 Gender Profile of the Respondents 10

Table 2 Age Profile of the Respondents 11
Table 3 Frequency of Engagement With Fashion Brands on Social Media 13
Table 4 Influence of Digital Marketing Strategies on Purchase Decisions 15
Table 5 Frequency of Purchasing an Influencer-marketed Product 17
Table 6 Primary Source of Information for Fashion Apparel Purchase Decisions 19
Table 7 Digital Content that Appeals the Most to Consumers While Making a Fashion
Purchase Decision 20

vi
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 List of Figure

Figure 1 Conceptual Framework 8

Figure 2 Frequency of Online Purchases for Fashion Apparel 12
Figure 3 Digital Platform Influencing Fashion Purchases 14
Figure 4 Factors Driving Engagement with Fashion Brands on Social Media 18

vi
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Executive Summary

This research investigates how digital marketing strategies affect consumer behaviour
within the fashion apparel market of Dharan. The study seeks to examine the role of
various digital marketing platforms in shaping consumer buying decisions and their
engagement with fashion brands, particularly through social media. It focuses on key
aspects such as how often consumers purchase fashion items online, their level of
interaction with brands on digital channels, and the impact of strategies including
social media advertising, influencer marketing, and online customer reviews.

The results show that online reviews and social media advertisements have the greatest
influence on consumer behaviour in Dharan’s fashion apparel market. Among all
digital strategies, online reviews were found to exert the strongest impact on
purchasing decisions. On the other hand, methods such as sponsored posts and email
marketing were considered less effective, indicating that consumers are more attracted
to credible and informative content rather than highly promotional messages.

The study also reveals that fashion brands can increase engagement on social media by
prioritising content that connects well with consumers. Video content, customer
reviews, and detailed product information were identified as the most engaging
formats, whereas promotional posts offering discount codes generated the least
response. Additionally, the findings indicate that many consumers interact with
fashion brands on social media either occasionally or regularly, with videos and
reviews serving as the main sources of engagement.

In conclusion, the research highlights the significance of using trustworthy digital

marketing approaches, particularly online reviews and social media advertising, to
influence consumer behaviour in Dharan’s fashion apparel market. These findings
offer valuable insights for fashion brands aiming to improve their digital marketing
strategies and strengthen consumer engagement.

ix
 Chapter 1 Introduction

1.1 Context Information

The rapid development of digital technologies has reshaped the global business
environment, opening new opportunities for firms to connect with consumers (Kotler &
Keller, 2016). Among different industries, the fashion apparel sector has experienced a
notable transition toward digital marketing, which has significantly influenced patterns
of consumer behaviour (Chaffey, 2019). This shift is especially visible in emerging
markets such as Dharan, Nepal, where conventional shopping methods are increasingly
supported—and in some cases replaced—by digital forms of interaction (Sharma &
Joshi, 2020).

Dharan, known for its cultural diversity and expanding population, offers a distinctive
setting for examining the relationship between digital marketing and consumer
behaviour (Adhikari, 2021). In recent years, Nepal has seen a substantial rise in internet
access and smartphone adoption, allowing a growing number of consumers to engage
with online shopping platforms (Nepal Telecommunications Authority, 2022).
Consequently, local fashion retailers in Dharan are gradually adopting digital marketing
techniques, utilizing social media platforms, online marketplaces, and targeted
advertisements to effectively reach their target audience (Pandey, 2020).

Social media has become a vital channel for brands to promote products and establish
meaningful connections with consumers (Kaplan & Haenlein, 2010). In Dharan, fashion
businesses increasingly rely on platforms such as Facebook and Instagram to present
visually attractive content, introduce promotional offers, and communicate directly with
customers (Thapa & Ghimire, 2021). These platforms not only enhance brand visibility
but also stimulate consumer interaction through comments, shares, and likes (Baird &
Parasnis, 2011). As users spend more time engaging with social media, their exposure to
fashion-related content and marketing communications increases, which can influence
their purchasing behaviour (Smith, 2019).
 2

Furthermore, influencer marketing plays an important role in shaping consumer attitudes

and perceptions (Freberg et al., 2011). Both local and international influencers
frequently promote fashion brands, fostering a sense of credibility and authenticity
among their followers (Djafarova & Trofimenko, 2019). This trend is particularly
relevant in Dharan, where consumers often rely on opinions from trusted individuals
before making purchasing decisions (Rana & Kumar, 2022). The confidence consumers
place in influencers can strongly affect their buying choices, highlighting the importance
for fashion brands to strategically select suitable influencer partnerships (Casaló et al.,
2018).

In addition, user-generated content such as customer reviews and testimonials has

become increasingly influential in the digital marketplace (Chevalier & Mayzlin, 2006).
Shoppers frequently consult online reviews to assess product quality and reliability prior
to purchase (Yelp, 2020). In Dharan’s developing fashion market, where brand loyalty is
still evolving, feedback from other consumers plays a critical role in shaping buying
decisions (Khan, 2021). This emphasizes the need for retailers to actively manage their
digital presence and encourage positive customer engagement to build trust and
credibility (Fang et al., 2016).

Despite the growing adoption of digital marketing, several challenges persist (Holliman
& Rowley, 2014). Many fashion retailers in Dharan struggle to keep pace with rapid
digital changes due to limited resources, technical skills, or strategic knowledge (Rai &
Gupta, 2021). Gaining a clear understanding of how digital marketing influences
consumer behaviour in this environment is essential for businesses aiming to remain
competitive (Patel, 2020).

This study aims to examine the multifaceted impact of digital marketing on consumer
behaviour in Dharan’s fashion apparel market. By analysing how different digital
marketing strategies influence consumer decision-making processes, preferences, and
purchasing patterns, the research seeks to offer valuable insights for local fashion
retailers (Agarwal, 2022). The findings are expected to contribute to existing academic
literature while also assisting fashion brands in Dharan to adapt to the changing digital
landscape, strengthen their marketing strategies, and improve consumer engagement
(Bansal, 2021).
 3

1.2 Statement of Problem

The rapid growth of digital marketing technologies has significantly changed how
businesses interact with consumers in the modern marketplace. In the fashion apparel
industry of Dharan, brands are increasingly adopting digital marketing approaches to
connect with and influence potential customers. While these strategies offer numerous
opportunities, it is important to evaluate their impact on consumer behaviour within this
local market.

As digital marketing practices such as social media advertisements, influencer

collaborations, and targeted online campaigns continue to expand, understanding their
effectiveness and influence on consumer decision-making has become essential. Based
on this context, the study addresses the following research questions:

i. To what degree do consumers in Dharan interact with digital marketing strategies

when making fashion apparel purchase decisions?

ii. How does digital marketing shape consumer behaviour and purchasing choices in
Dharan’s fashion apparel market?

1.3 Purpose of the Study

Technological advancements have brought significant changes to social and economic

interactions, particularly in the field of marketing. Digital marketing has become an
influential approach for businesses to connect with consumers through various channels,
including social media platforms, email communication, and online advertising. This
transformation is especially evident in the fashion apparel industry, where digital
marketing strategies are increasingly used to attract, engage, and retain customers.

In Dharan, the fashion apparel market has seen a rapid increase in the adoption of digital
marketing practices, creating new possibilities for both businesses and consumers. As
consumers increasingly depend on digital platforms for product information and
purchasing, it becomes important to examine how digital marketing influences consumer
behaviour within this local setting.
 4

The overall objective of this research is to assess the impact of digital marketing on
consumer behaviour in Dharan’s fashion apparel market. More specifically, the study
aims to:

i. To examine the influence of digital marketing strategies on consumer awareness and

preferences in the fashion apparel sector.

ii. To analyse how digital marketing affects consumer purchasing decisions and buying
behaviour in Dharan.

1.4 Significance of the Study

The growth of digital marketing has significantly reshaped consumer behaviour,

particularly within industries such as fashion apparel. In Dharan, where traditional retail
experiences are increasingly complemented by digital and online platforms, it is
essential to understand the impact of digital marketing strategies on consumer decision-
making. This research seeks to examine the relationship between digital marketing
practices and consumer behaviour in Dharan’s fashion apparel market, highlighting
several important aspects.

a) The study aims to generate valuable insights into consumer responses to digital
marketing, contributing to academic knowledge and supporting future research in this
field.

b) The research will assist local fashion retailers in recognising the importance of digital
marketing and in effectively using platforms such as social media and e-commerce to
expand their customer reach.

c) The findings will provide guidance for marketers in designing effective digital
strategies and support educators in teaching students about the influence of digital
marketing on consumer behaviour.

d) Additionally, the study will highlight the possible limitations of excessive dependence
on digital platforms, encouraging businesses and consumers to adopt responsible and
efficient digital practices.
 5

1.5 Literature Review

Digital marketing enables brands to connect with consumers more efficiently by

delivering targeted and personalized content. Numerous studies indicate that digital
marketing strongly influences purchasing decisions by offering immediate access to
product details, customer reviews, and price comparisons (Kotler et al., 2021). Mangold
and Faulds (2009) noted that digital platforms—particularly social media—facilitate
real-time interaction between consumers and brands, shaping consumer attitudes and
preferences. This influence is especially prominent in the fashion industry, where
consumers often rely on social media platforms for style inspiration and
recommendations from influencers, peers, and brand communities (Zollo et al., 2020).

Digital marketing refers to a range of online tools and strategies used by businesses to
promote products and engage consumers. With the expansion of internet access and
digital technologies, marketers have increasingly shifted from traditional promotional
methods to digital channels. This shift is particularly evident in the fashion sector, where
visual appeal, social media engagement, and targeted advertising significantly affect
consumer interest and brand perception (Chaffey & Ellis-Chadwick, 2019).

The emergence of digital marketing has substantially reshaped consumer behavior.

Research suggests that consumers are now more knowledgeable and empowered due to
the availability of online information (Solomon, 2018). The purchasing decision-making
process has evolved, with consumers increasingly depending on online reviews, social
media interactions, and personalized marketing messages when making buying choices
(Kotler & Keller, 2016). Consequently, greater attention has been placed on identifying
the factors that influence consumer preferences and behavior within the digital
environment.

Various digital marketing approaches—including social media marketing, search engine

optimization (SEO), email campaigns, and influencer collaborations—play a vital role in
shaping consumer perceptions in the fashion industry (Hudson et al., 2016). Fashion
 6

brands use these strategies to build brand awareness, strengthen customer engagement,
and increase sales. However, the effectiveness of each strategy differs based on the
target audience and platform, with younger consumers showing a strong preference for
fashion content on platforms such as Instagram and Facebook (Djafarova & Trofimenko,
2019).

Social media has become a crucial channel for fashion brands to interact with
consumers. Studies show that social media impacts consumer behavior by encouraging
brand interaction, fostering online communities, and generating user-generated content
(Keller, 2016). Consumers are more inclined to purchase products endorsed by
influencers or peers on these platforms, demonstrating the direct influence of social
media on buying decisions (Hwang & Zhang, 2018). In Dharan, where social media
usage is particularly high among young consumers, understanding this influence is
essential for local fashion retailers.

Existing literature also strongly supports the link between digital marketing and
consumer purchasing behavior. Research indicates that personalized advertising,
targeted promotions, and interactive content significantly influence buying decisions
(Lemon & Verhoef, 2016). The application of data analytics in digital marketing enables
retailers to customize marketing messages for individual consumers, improving the
relevance and effectiveness of promotional efforts (Choudhury & Harrigan, 2014). This
approach is especially relevant in Dharan’s fashion apparel market, where consumer
tastes and preferences differ widely.

Zhang and Kim (2020) further emphasize that the visual attractiveness of digital
platforms such as Instagram and Pinterest plays a key role in capturing consumer
attention. These platforms allow fashion brands to present their collections through high-
quality images and carefully curated content, which directly influences purchase
intentions. As a result, social media influencers have become integral to digital
marketing strategies, serving as a bridge between brands and consumers.
 7

1.6 Research Methodology

1.6.1 Data Collection Techniques

This chapter deals with the description of the methodology and the different steps
which are adopted for the collection, organisation and investigation of data. It includes
the research approach, research design, study area, population of study, sample size,
sampling technique and tools of data collection.

1.6.2 Research Types

This research was based on a quantitative research approach. It was based on numeric
figures or numbers. Quantitative methods emphasize objective measurements and
statistical, mathematical, or numerical analysis of data collected through pools,
questionnaires, and surveys or by manipulating pre-existing statistical data using
computational techniques. Quantitative research focuses on gathering numerical data
and generalizing it across groups of people or explaining a particular phenomenon

1.6.3 Research Design

A research design is the plan, structure and strategy of investigations conceived to

obtain answer research questions and control variance. In this research, Descriptive
research design was adopted for employing quantitative methods of data collection
and study. The key objective of this design was to assess the subject of study in detail
and explain the facts, figures and characteristics related to study glitches.

1.6.4 Population and Sample Selection

The study will involve a sample of approximately 100 participants, selected through a
convenience sampling method. This approach is suitable for reaching individuals who
are readily accessible and willing to participate in research. The participants will
primarily include consumers who have engaged with fashion brands in Dharan
through digital marketing channels.

1.6.5 Data Collecting Sources and Instruments

There are several research techniques which differ based on the field, but the core
point lies in data collection. This research was based on the primary data set which
was collected through the distribution of the Structured Questionnaire through Google
Forms. It contains a rigid set of questions, and the respondents were asked to answer
the question. Data were collected using a survey questionnaire. The data collection is
 8

free from bias and the data are not modified in any way, the data are exactly presented
as per the responses of the respondents.

1.6.6 Data Analysis Tool

Quantitative data collected from the questionnaires will be analyzed using Statistical
Package for the Social Sciences (SPSS). Descriptive statistics will summarize the
data, while inferential statistics may be applied to identify patterns and relationships
between variables. Qualitative responses will be subjected to thematic analysis to
extract meaningful themes related to consumer perceptions and experiences.

1.7 Limitations of the Study

This study acknowledges several limitations:

i. The sample size of 100 participants may not capture the full diversity of
consumer behaviors and preferences within the fashion apparel market.
ii. All the respondents might not provide real and accurate information, so there
might be a change of irregularity in conclusions.

Despite these limitations, this study's findings will contribute valuable insights
into the influence of digital marketing on consumer behavior in Dharan ’s fashion
apparel industry.

1.8 Conceptual framework

A conceptual framework may be described as a theoretical structure made up of

assumptions, principles, and rules that integrate the ideas forming a broad concept. It is
intended to help readers logically understand the connections among the variables,
factors, or themes considered relevant to the research problem. It also outlines the
relationship between dependent and independent variables, which supports the
development of hypotheses. The figure illustrates the study’s theoretical framework.

Figure 1
Conceptual Framework

Independent Variable Dependent Variable

 9

The conceptual framework shows the relationship between different digital

marketing strategies and their influence on consumer behavior. It identifies six main
strategies: social media marketing, influencer marketing, email promotions, sponsored
content, online reviews, and search engine advertisements. These act as the independent
variables that affect the dependent variable, which is consumer behavior. The framework
is designed to explain how each strategy helps shape consumer choices, preferences, and
purchasing patterns. The arrows linking each strategy to consumer behavior represent
the proposed cause and effect relationship, indicating that these marketing techniques
may influence how consumers engage with brands and make buying decisions, either
directly or indirectly. This framework provides a base for evaluating the effectiveness of
each strategy, allowing businesses to identify the most impactful approaches and
prioritize them to improve customer engagement and increase sales in Dharan’s fashion
apparel market.
 Chapter 2 Data Presentation and Analysis

2.1 Respondent Profile

The characteristics of respondents are important because they influence how

individuals express their views and provide answers related to the research problem. In
this study, the personal characteristics of the 100 respondents, specifically age and
gender, were examined. The respondents were chosen from the overall population of
Dharan through a convenience sampling method to collect the required information for
the research. This section presents the results of the respondents’ profiles based on age
and gender. The information is presented in tables.

2.1.1 Classification Based on Gender

The table given below shows the gender structure of respondents:

Table 1
Gender Profile of the Respondents

Source: Survey Questionnaire

The statistics in Table 2.1 show that 63% of the respondents are female and
37% are male. This shows a higher majority of female respondents than male
respondents.
 11

2.1.2 Classification based on Age

The table given below shows the age structure of respondents:

Table 2
Age Profile of the Respondents

Source: Survey Questionnaire

The table presents the age-wise distribution of a sample population, categorized into
three groups: under 18, 18-25, and 26 and above. Among the total 100 individuals
surveyed, the majority (80%) fall within the 18-25 age group, making it the largest
segment. A smaller proportion, 15%, represents individuals aged 26 and above, while
only 5% of the population is under 18. This distribution highlights that the primary
demographic in this dataset is young adults aged 18-25, with significantly fewer
participants in the younger and older age groups. The data provides insight into the
dominant age range of the surveyed population, which may indicate a focus on a
younger demographic in the study or survey.

2.2 Data presentation and analysis

Presentation of data refers to organizing and displaying information in a

precise and concise manner so that readers can understand it easily. In this chapter, the
questionnaires collected from different respondents are presented, analyzed, and
interpreted, making it the core section of the report. Here, the data and information
gathered during the fieldwork are presented and examined using appropriate tables,
diagrams, charts, and other visual tools to support analysis of the study topic.

The data obtained through structured questionnaires has been used for both
presentation and analysis. MS Excel has been used to prepare the charts and diagrams
 12

required for interpretation. For effective analysis, the data has been classified
according to the different variables considered in the study.

The information was collected from respondents who were consumers in

Dharan. It was then processed and transformed into tables, graphs, charts, and
diagrams, which simplified the analysis and made the findings easier for everyone to
understand.

2.2.1 Frequency of Online Purchases for Fashion Apparel

Figure 2
Frequency of Online Purchases for Fashion Apparel

Source: Survey Questionnaire

The figure presents the frequency of online fashion apparel purchases among the
respondents. The results show that most consumers fall under the Occasionally
(35.4%) and Rarely (35.4%) categories, suggesting that online shopping for fashion
apparel is generally infrequent, with many respondents purchasing only a few times a
year or even less. Only 3.2% of respondents reported shopping online Frequently (1 to
3 times a month), indicating that regular online purchasing is limited to a small group.
The Very Frequently (once a week) and Never categories each represent 2.1%,
 13

showing that very few consumers either buy online on a weekly basis or do not use
online shopping at all.

Overall, the pattern indicates that online shopping for fashion apparel is
somewhat common but has not become a routine habit for most consumers in this
market. To increase purchase frequency, businesses should aim to encourage
occasional and rare shoppers by reducing barriers and improving convenience. At the
same time, loyalty schemes and targeted promotional efforts can help retain existing
frequent shoppers and strengthen overall customer engagement.

2.2.2 Frequency of Engagement with Fashion Brands on Social Media

Table 3
Frequency of Engagement With Fashion Brands on Social Media

Source: Survey Questionnaire

The data shows different levels of engagement with fashion brands on social
media among the respondents. A small proportion, 6.3%, stated that they always
engage with fashion brands on social media, reflecting strong loyalty and consistent
interaction. Another 27.1% engage frequently, indicating regular participation,
although not at the highest level. The largest share of respondents, 39.6%, engage
occasionally, suggesting that they interact with certain brands or posts from time to
time rather than on a routine basis. In addition, 22.9% reported engaging rarely,
meaning their interaction with fashion brands is limited and infrequent. Finally, 4.2%
said they never engage with fashion brands on social media, representing a small
group that may be less active on social platforms or simply uninterested in engaging
with fashion brands online. Overall, the findings indicate that while a substantial
 14

portion of the audience does interact with fashion brands on social media, a notable
segment engages only rarely or not at all. This creates an opportunity for fashion
brands to strengthen their digital marketing efforts to increase engagement across these
less active groups.

2.2.3 Digital Platforms Influencing Fashion Purchases

Figure 3
Digital Platform Influencing Fashion Purchases

Source: Survey Questionnaire

The survey findings indicate that visual and social media platforms are the most
influential channels in the fashion apparel market. Instagram (78.3%) was identified as
the most preferred platform, highlighting its strength in attracting consumers through
visually appealing content, influencer partnerships, and trend based engagement.
TikTok (31.3%) ranked second, showing its increasing appeal, particularly among
younger audiences who prefer creative short videos. Facebook (8.3%) remains
somewhat relevant but falls behind Instagram and TikTok, largely due to shifts in
audience demographics and usage patterns. YouTube (10.4%) contributes by
providing longer content such as styling guides, tutorials, and product reviews,
although its overall influence appears lower.
 15

E commerce platforms (15.7%) are also important because they combine promotion
with direct purchasing opportunities. In contrast, Google Ads (2%) and email
marketing (1%) recorded very low influence, suggesting that respondents are less
responsive to more traditional digital advertising methods. Websites (5%) and other
platforms accounted for only a small proportion, further reinforcing that fashion
brands should focus more on interactive and visually driven platforms to maximize
consumer engagement and marketing effectiveness.

2.2.4 Influence of Digital Marketing Strategies on Purchase Decisions

Respondents were asked to rate the influence of various digital marketing strategies on
their fashion purchase decisions on a scale of 1 (Not Influential) to 5 (Very
Influential).

Table 4
Influence of Digital Marketing Strategies on Purchase Decisions

Source: Survey Questionnaire

The table presents the average rating and standard deviation for various digital
marketing strategies in Dharan’s fashion apparel market. These metrics offer insights
into both the perceived effectiveness and the variability of consumer responses to each
strategy. Below is an analysis of the data based on the average ratings and standard
deviations.
 16

Social Media Advertisements

Social media advertisements obtained a high mean score of 3.71, suggesting that
respondents generally perceive them as effective in influencing consumer behavior in
Dharan’s fashion apparel market. The standard deviation of 0.89 indicates relatively
low variation in responses, meaning most participants rated this strategy positively and
in a fairly consistent manner. Overall, the results reflect a strong level of agreement
that social media ads support engagement and purchase decisions.

Influencer Marketing

Influencer marketing recorded a mean score of 3.15, indicating moderate

effectiveness. The standard deviation of 1.13 shows greater variability in responses
compared to social media advertisements, implying that consumer perceptions are
more divided. While a portion of respondents consider influencer marketing
persuasive, others appear less influenced by it. This variation may be linked to
differences in trust, influencer credibility, and the perceived authenticity of
endorsements.

Email Promotions

Email promotions received the lowest mean score of 2.17, indicating that respondents
view this strategy as the least effective in shaping consumer behavior. The standard
deviation of 1.08 suggests moderate differences in opinion, where a small group may
still find emails useful, but many respondents appear to disregard them. The low mean
implies that email based promotions may not align with the preferences and habits of
the target audience.

Sponsored Content

Sponsored content achieved a mean score of 2.53, placing it among the less effective
strategies, similar to email promotions. The standard deviation of 1.048 indicates
moderate variability in perceptions, showing that some respondents engage with
sponsored posts while others do not. This inconsistency may occur because sponsored
 17

content is sometimes viewed as less genuine or not sufficiently relevant to consumer

needs.

Online Reviews and Ratings

Online reviews and ratings obtained the highest mean score of 3.92, making them the
most influential factor affecting consumer behavior. The standard deviation of 0.91
indicates low variability, meaning respondents widely agree on the importance of
reviews in purchase decisions. This consistency suggests that consumers strongly rely
on peer feedback and shared experiences when selecting fashion apparel.

Google or Search Engine Ads

Google or search engine advertisements recorded a mean score of 2.88, reflecting

moderate effectiveness. The standard deviation of 1.131 indicates relatively high
variability, suggesting mixed perceptions among respondents. Some consumers may
find these ads helpful for discovering products and offers, while others may consider
them irrelevant or intrusive. Differences in ad targeting, personalization, and relevance
could explain this varied response.

2.2.5 Frequency of Purchasing an Influencer-marked Product

Table 5
Frequency of Purchasing an Influencer-marketed Product
 18

Source: Survey Questionnaire

The table shows how often consumers purchase a product after seeing it promoted by
an influencer on social media. Only a small share of respondents, 2.2%, reported that
they always buy products after influencer endorsements, suggesting that influencer
marketing has a strong but limited impact on a few consumers. A slightly larger group,
6.5%, stated that they frequently make purchases based on influencer promotions,
indicating higher responsiveness among this segment. The largest proportion of
respondents, 43.5%, reported purchasing occasionally, which suggests that influencer
content can influence buying decisions but does not lead to consistent purchases for
most consumers. In contrast, 41.3% of respondents said they rarely purchase after
seeing influencer promotions, implying that influencer marketing often does not
convert into actual purchases for a considerable portion of the audience. Lastly, 6.5%
stated they never buy products promoted by influencers, representing a group that is
either uninterested in influencer content or not affected by it. Overall, the findings
indicate that influencer marketing can influence consumer behavior, but its
effectiveness varies, with occasional and frequent purchases being more common than
regular, consistent buying.

2.2.6 Factors Driving Engagement with Fashion Brands on Social Media

Figure 4
Factors Driving Engagement with Fashion Brands on Social Media
 19

Source: Survey Questionnaire

The study identifies key factors influencing consumer engagement with
fashion brands on social media in Dharan. Discounts and offers were the most
significant, with 58.7% of respondents highlighting price incentives as a primary
motivator for engagement. User-generated content (50%) was also influential,
reflecting the importance of social proof, such as reviews and testimonials, in driving
consumer interaction.
Attractive visuals and posts (47.8%) emerged as another critical factor,
emphasizing the role of high-quality, visually engaging content in capturing attention.
Influencer recommendations (23.9%) had a moderate Effect, while brand engagement
with users (17.4%) was the least influential, indicating that direct interactions with
consumers are less effective in driving initial engagement but may still contribute to
long-term loyalty.
Overall, price incentives, authentic content, and visual appeal are the primary
drivers of consumer engagement with fashion brands on social media.

2.2.7 Primary Source of Information for Fashion Apparel Purchase Decisions

In this section, we will present the data on the primary sources of information
that influence consumers when making fashion apparel purchase decisions. The
respondents were asked to select their most common sources of information. Below
are the results:
Table 6
Primary Source of Information for Fashion Apparel Purchase Decisions
 20

Source: Survey Questionnaire

The study highlights the crucial role of digital platforms in shaping fashion
buying decisions, with social media identified as the strongest source of influence by
54% of respondents. Platforms such as Instagram and Facebook lead this space,
affecting consumer preferences through visually appealing and interactive content.
Online reviews rank next, influencing 27.7% of consumers by offering trustworthy
feedback and recommendations that support decision-making. Word-of-mouth and e-
commerce platforms each represent 6.4%, showing a supportive but less prominent
role compared to social media and reviews. Search engines have a moderate
contribution, with 4.3% influence, while traditional media remains far behind with
only a 1% Effect. Overall, these results indicate a clear move toward digital-first
approaches, emphasizing that fashion brands should focus on social media, review
platforms, and other online touchpoints to better engage and influence today’s
consumers.

2.2.8 Most Appealing Digital Content for a Fashion Purchase Decision

Table 7
Digital Content that Appeals the Most to Consumers While Making a Fashion
Purchase Decision
 21

Source: Survey Questionnaire

The findings show that videos are the most preferred type of digital content,
with 35.4% of respondents expressing a strong preference for video content,
particularly formats such as try on hauls and fashion tips. This indicates that
consumers appreciate practical and visually engaging content that helps them
understand how products look, fit, and perform in real situations, making videos a
highly effective tool for fashion marketing.

User reviews are another major influence, with 27.1% of respondents

identifying them as an important factor in their purchasing decisions. This highlights
the value of consumer generated content, as reviews provide credibility and a sense of
real experience. Many buyers tend to trust feedback from other customers more than
brand promotions, making reviews a key part of the decision process.

Product descriptions and details were the next most preferred format, with
18.8% of respondents stressing the need for clear and complete product information.
Detailed descriptions, including features, benefits, and usage, support consumers who
want to make informed choices and understand exactly what they are buying.

Product photos remain relevant, attracting 12.5% of respondents. This suggests

that while visuals matter in fashion, photos alone may not be as convincing as videos
or reviews. High quality images still help communicate style and appearance, but they
may not fully address fit, comfort, or real use.

Finally, posts featuring discount codes received the lowest preference, with
only 6.3% of respondents selecting them. This suggests that although discounts can be
attractive, they are less important than informative and experience based content.
 22

Overall, consumers appear to prioritize content that provides practical knowledge,

useful insights, and genuine opinions rather than purely promotional offers.

2.3 Findings and Discussion

The primary objective of this research is to examine how digital marketing strategies,
particularly on social media platforms, influence consumer purchase behavior in the
fashion industry in Dharan. The data collected through surveys were systematically
classified, arranged, and analyzed using various statistical tools to draw meaningful
conclusions. The major findings from these analyses are summarized below:

Demographics of Respondents
Out of the 100 respondents, 45% were male, and 55% were female. This
indicates a slightly higher participation of females in the study, which aligns with
global trends in fashion consumption. Females tend to engage more with fashion-
related digital content, reflecting their stronger presence in online fashion
communities. As such, fashion brands looking to target Dharan’s market should
primarily focus on female consumers, who are more likely to engage with digital
content and participate in online discussions around fashion.

Social Media Usage

Instagram emerged as the most popular platform for fashion-related marketing,
with 70% of respondents reporting frequent use. Facebook was also an important
platform, with 60% of respondents indicating its role in their fashion-related decisions.
This suggests that fashion brands should prioritize these platforms when developing
digital marketing strategies. The content shared should be visually engaging, such as
high-quality images and short videos, to capture the attention of consumers on
Instagram and Facebook. These platforms are crucial for reaching a wide audience,
particularly those who seek fashion inspiration and product recommendations.

Effectiveness of Digital Marketing Strategies

When it came to the effectiveness of digital marketing strategies, 60% of the
respondents identified social media advertisements as the most influential factor in
their purchase decisions. Online reviews followed as the second most significant
influence, with 50% of respondents indicating they rely heavily on feedback from
other consumers. This highlights the importance of integrating both promotional
 23

content and user-generated content, such as online reviews, into digital marketing
campaigns. Building credibility through customer testimonials and peer
recommendations is crucial for convincing potential customers to trust a brand and
make a purchase.

Engagement Drivers on Social Media

Discounts and promotional offers were identified as the leading drivers of
consumer engagement on social media, with 58.7% of respondents indicating they are
more likely to engage with brands that offer deals. In addition, user-generated content
and visually attractive content were also important engagement factors, with 50% and
47.8% of respondents citing them as key motivators, respectively. This suggests that
fashion brands should focus on creating content that combines appealing visuals,
authentic user-generated content, and promotional offers. By offering value through
discounts while maintaining visual appeal and authenticity, brands can boost consumer
interaction and engagement on social media.

Influence of Social Media on Purchase Decisions

Social media was identified as the primary source of information for 54% of
respondents when making fashion purchase decisions, which shows the growing
significance of platforms like Instagram and Facebook in influencing consumer
behavior. Online reviews also played a crucial role, with 27.7% of respondents relying
on them before making a purchase. This emphasizes the importance of leveraging
social media for marketing, where consumers actively seek product recommendations,
influencer endorsements, and peer reviews. To influence purchase decisions, fashion
brands must be present on these platforms and engage consumers with authentic and
relevant content.

Content Preferences
When asked about the types of content that most influenced their purchase
decisions, videos topped the list, with 35.4% of respondents indicating that they find
video content particularly persuasive. This was followed by user reviews at 27.1% and
fashion tutorials or try-on hauls at 24.2%. Videos are highly engaging because they
allow consumers to see how products look in real-life scenarios, making them an
effective tool for fashion marketing. Brands should focus on producing video content,
 24

such as product demonstrations, styling tips, and behind-the-scenes footage, to

connect with consumers and inspire them to make purchases.

Brand Loyalty and Consumer Trust

Regarding brand loyalty and trust, 40% of respondents stated that they are
more likely to trust brands that engage with them through authentic, user-generated
content. Regular engagement through personalized marketing and interactive posts
further strengthened brand loyalty. This suggests that fashion brands should prioritize
building long-term relationships with consumers by creating content that resonates
with them on a personal level. Consistent engagement, combined with authenticity and
transparency, will help brands foster trust and loyalty, leading to repeat customers and
positive wordof-mouth.

Key Takeaways for Fashion Brands in Dharan

Digital platforms such as Instagram and Facebook are vital for engaging with
fashion consumers in Dharan. Brands must prioritize creating visually appealing,
authentic, and promotional content to capture and retain consumer attention.
Personalization and ongoing engagement are critical for building trust and loyalty
among consumers. Fashion brands in Dharan should regularly assess consumer
behavior trends to ensure their strategies are up-to-date and effective in reaching their
target audience. By adapting to the ever-evolving digital landscape, brands can
maintain a competitive edge in the market and cultivate lasting relationships with
consumers.
 Chapter 3

Conclusion and Action Implication

This chapter presents the conclusions drawn from the findings shown in the data
presentation and analysis chapter. This chapter also recommends some action
implications regarding the Effect of Digital Marketing on Consumer Behavior in
Dharan’s Fashion Apparel Market.

3.1 Conclusion

The influence of digital marketing on consumer behavior in Dharan’s fashion

apparel market has been significant and transformative, largely due to the rising use of
digital platforms for purchase decisions and brand interaction. With increasing internet
access and wider smartphone availability, conventional shopping practices are
gradually being replaced by digital channels such as social media, e-commerce sites,
and online review platforms. Consumers, particularly younger groups like millennials
and Gen Z, increasingly rely on platforms such as Instagram and Facebook to discover
and purchase fashion products. These platforms not only enable consumers to engage
with brands but also expose them to peer suggestions, influencer promotions, and
visually appealing advertisements, making them strong drivers of buying decisions.

A major shift introduced by digital marketing is the way consumers

communicate and connect with brands. Visual content, including high quality images,
videos, and fashion related tutorials, has become a leading communication method,
helping brands attract attention and stand out in a crowded marketplace. Consumers
are especially attracted to engaging and visually rich advertisements that present
products in an aspirational and appealing way. At the same time, user generated
content such as reviews and testimonials strengthens consumer confidence, since
feedback from peers and influencers often feels more trustworthy than traditional
advertising. These patterns demonstrate the growing necessity for brands to maintain a
strong online presence and develop meaningful connections through personalized
digital campaigns.
 26

The study further indicates that consumers in Dharan’s fashion market respond
strongly to promotions, discounts, and exclusive offers shared through social media.
Limited time discounts, seasonal campaigns, and loyalty programs are effective tools
for boosting engagement and increasing sales. However, businesses must use these
tactics carefully to avoid depending too heavily on discounts, as this can weaken the
perceived value of their products. Maintaining an appropriate balance between
promotional activity and brand positioning is essential for building a stable and long
term customer base.

In addition, digital marketing has allowed brands to create more personalized

shopping experiences, which is increasingly shaping consumer decision making.
Through the use of consumer data and preference insights, businesses can provide
customized product suggestions, targeted offers, and relevant advertisements that
better match audience interests. This personalization improves the overall customer
experience and supports stronger loyalty, as consumers feel more connected to brands
that understand and respond to their needs.

In conclusion, the growth of digital marketing has reshaped Dharan’s fashion

apparel market by strongly influencing consumer behavior and expectations. To
remain competitive, businesses must utilize the opportunities offered by digital
channels and adjust their strategies to suit digital first consumers. By prioritizing social
media, producing high quality visual content, and ensuring a smooth online purchasing
experience, brands can develop lasting customer relationships and strengthen their
market position. Regular evaluation of digital marketing practices, along with
awareness of evolving consumer trends, will be essential for businesses seeking to
succeed in this rapidly changing environment. Adopting innovation and staying
aligned with consumer preferences will help brands remain relevant and achieve long
term success in the digital marketing landscape.
 27

3.2 Action Implementation

Building a Strong Social Media Presence

In the modern digital environment, maintaining a strong presence on widely used

social media platforms such as Instagram, Facebook, and TikTok is vital for business
growth. These platforms provide significant opportunities to reach and interact with
audiences on a global scale. By sharing visually attractive and creative content,
businesses can draw the attention of their target customers and differentiate themselves
in a competitive market. Consistent engagement through features such as Stories,
polls, and Q and A sessions encourages interaction and helps create a community
around the brand. Working with influencers, especially those whose followers match
the brand’s target audience, can further improve reach and strengthen credibility.
Influencers often function as trusted connectors, enabling businesses to access new
customer groups more effectively. Moreover, maintaining a consistent posting
schedule and using trending hashtags can increase content visibility, supporting
stronger brand awareness and customer loyalty.

Engaging Consumers with Video Content

Video content continues to lead digital marketing because it delivers information in a

highly engaging and memorable way. Businesses can use videos for product
demonstrations, clearly showing how products work and the benefits they offer.
Customer reviews and testimonials in video format add credibility and help build trust.
Behind the scenes videos, such as insights into daily operations or team culture, make
the brand feel more personal and relatable. Interactive video formats like live sessions,
tutorials, and Q and A events enhance engagement by enabling real time
communication with viewers. Producing short videos optimized for specific platforms
and mobile users is important, since most video viewing happens on smartphones.
These approaches ensure video marketing not only attracts attention but also builds
stronger connections with the audience.

Building Trust Through Online Reviews and Testimonials

Positive online reviews and testimonials are valuable for businesses seeking to
strengthen trust and credibility. In the era of digital word of mouth, customer opinions
 28

significantly shape the choices of potential buyers. Encouraging satisfied customers to

post reviews on social media, review sites such as Google or Yelp, and the business
website helps create a collection of authentic experiences that new customers can rely
on. Video testimonials are especially effective because they display genuine
satisfaction and create emotional connection. Businesses should respond actively to
both positive and negative reviews, showing professionalism and commitment to
customer care. By highlighting testimonials clearly across websites and social
platforms, businesses can reassure potential buyers and improve brand reputation.

Investing in Targeted Online Advertising

Online advertising is a core part of current marketing practices. By using targeted

advertisements on social platforms such as Facebook and Instagram, along with search
engines like Google, businesses can reach specific customer segments more
accurately. These platforms allow businesses to customize ads based on factors such as
age, interests, browsing habits, and location. Retargeting campaigns are particularly
useful because they reconnect with users who visited a website but did not complete a
purchase. Engaging ad formats, including carousel ads, shoppable content, and video
advertisements, help capture attention and encourage interaction. Tracking key
performance measures such as click through rates and conversion rates allows
campaigns to be refined for better outcomes, supporting both brand visibility and sales
growth.

Personalizing Communication with Customers

Personalized communication is essential for increasing customer loyalty and

strengthening engagement. Businesses can use customer data to deliver customized
messages that feel relevant to individual consumers. Tailored offers, product
suggestions, and notifications based on browsing or purchase history can make
customers feel appreciated. Tools such as AI based chatbots can provide quick
responses, improving customer service and overall experience. Segmenting customers
by preferences, demographics, or buying behavior helps ensure the right message
reaches the appropriate audience at the right time. Loyalty programs and exclusive
deals for repeat customers further reinforce the relationship and encourage long term
brand commitment.
 29

Continuous Analysis of Consumer Behavior

Understanding consumer behavior is necessary for businesses to remain competitive in

a fast changing market. Regularly monitoring information such as website traffic,
social media interaction, and buying patterns provides insights into customer
preferences and emerging trends. This data helps businesses evaluate what strategies
are performing well and what requires improvement. Advanced analytics tools also
allow businesses to observe competitor actions and wider industry trends, supporting
better preparation for shifts in customer demand. Predictive analytics can further assist
in anticipating future trends and guiding proactive adjustments. Continually updating
marketing strategies based on these insights helps businesses stay responsive, relevant,
and competitive.

Enhancing Digital Presence Holistically

Beyond social media, businesses should also strengthen their overall digital footprint.
A well designed website that is user friendly, mobile responsive, and search engine
optimized is essential for generating organic traffic. Publishing blogs related to
industry trends, product guidance, and customer success stories adds value and
positions the brand as knowledgeable and credible. Regular email newsletters help
keep audiences updated about new releases, promotions, and important
announcements, maintaining long term engagement. Businesses can also explore niche
online communities, forums, and platforms connected to their industry to reach
specific customer segments and expand their digital reach.
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Appendix

A questionnaire on “Effect of Digital Marketing on Consumer Behavior in Dharan’s

Fashion Apparel Market”

Dear Respondent,

I am Sanskrity Acharya, a student of BBA 7th semester, MMC Dharan, conducting a

research project as part of my summer coursework. This study aims to explore the
Effect of digital marketing on consumer behavior in fashion market of Dharan. Your
participation and responses will provide valuable insights into how digital marketing
strategies influence fashion purchase decisions. The questionnaire is brief and your
answers will remain confidential. Kindly provide relevant and honest responses to
help in the success of this project.

Thank you for your time and cooperation!

Section A: Demographic Information

1. Age:
Under 18
18-25
26-35
35 and above

2. Gender:
Male
Female

Section B: Digital Marketing Engagement

4. How often do you purchase fashion apparel online?
 Very frequently (once a week)
Frequently (1-3 times a month)
Occasionally (1-5 times in six months)

Rarely (once a year)

Never

5. Which digital marketing platforms influence your fashion purchase decisions the
most? (Select all that apply)
Facebook
Instagram
TikTok
YouTube
Email marketing
Google Ads
E-commerce websites
Other (please specify)

6. On a scale of 1-5, how influential are the following digital marketing strategies on
your fashion purchase decisions? (1 = Not influential, 5 = Very influential) i. Social
media advertisements

ii. Influencer marketing

iii. Email promotions

iv. Sponsored content

v. Online reviews and ratings

vi. Google/search engine ads

7. How often do you engage with fashion brands on social media (like, comment,
share, follow)?
Always
Frequently
Occasionally
Rarely
Never

Section C: Social Media Engagement and Influencer Marketing

8. Do you follow any fashion influencers on social media?
Yes
No

9. If yes, do the recommendations from fashion influencers Effect your brand

preference and purchase decision?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

10. How often do you buy a product after seeing it featured by an influencer on
social media?
 Always
Frequently
Occasionally
Rarely
Never

11. Which of the following factors drive your engagement with fashion brands on
social media? (Select all that apply)
Attractive visuals and posts
Discounts and offers
Recommendations from influencers
User-generated content

Brand’s engagement with users

Section D: Purchase Decision-Making Process

12. What is your primary source of information when making fashion apparel
purchase decisions?
Social media
Word of mouth
Search engines
Online reviews
Influencers
E-commerce platforms
Traditional media (TV, radio, magazines)

13. How likely are you to purchase fashion apparel online after engaging with a
brand on social media?
Very Likely
Likely
Neutral
Unlikely
Very unlikely

14. Have you ever changed your preference for a fashion brand due to an online ad
or social media post?
 Yes
No

15. Which type of digital content appeals to you the most while making a fashion
purchase decision?
Photos of products
Videos (try-on hauls, fashion tips)
User reviews
Posts with discount codes
Product descriptions and details

Section E: Qualitative Questions

16. How has digital marketing (e.g., social media, influencers, ads) influenced
your fashion purchases? Please share specific examples.