Digital Marketing Communications and Consumer Patronage of Fashion Products in Nigeria
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Abstract
This study examined the influence of digital marketing communications on the patronage of fashion products by Nigerians. The study hinged on the Uses and Gratifications, and Consumer Behaviour theories. The survey research technique was used and the questionnaire was the instrument for data gathering. The target population comprised of Nigerians residing in Eket local government area, Akwa Ibom state, Nigeria. The survey research design was adopted, with a sample size of 398 computed using the Taro Yamane formula from an estimated accessible population of 83,384 internet-active adult residents. A structured questionnaire was administered across the eleven wards of Eket LGA, yielding 384 valid responses after exclusions, representing a response rate of 96.5%. Data were analyzed using frequency counts, percentages, and Weighted Mean Scores, while the Pearson Product-Moment Correlation Coefficient was used to test the study's hypothesis. Findings revealed that residents (56%) see advertisements for fashion products on the digital platforms they access on a daily basis; residents (46%) mostly come across digital marketing contents about fashion products on social media. Digital marketing communications had a significant influence on the patronage of fashion products (53%). Study revealed (46%) that the most effective digital marketing communications channel for promoting fashion products is social media. Factors that had a greater influence on the effectiveness of digital marketing communications in driving patronage of fashion products were discounts, free delivery and other special offers. The study concludes that digital marketing communications, particularly through social media, play a substantial role in shaping fashion consumption patterns of Nigerian residents in Eket, and recommends that fashion vendors sustain consistent digital engagement, prioritise social media investment, and incorporate price-based incentives into their promotional strategies.
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