Impact of Digital Marketing Strategy on Consumer Perception towards Global Fashion Brands: A Study On Generation Z Consumers

BcA. Sobhan Kumar Garnaik, BA (Hons)

Diplomová práce

Abstract:

This thesis investigates the impact of digital marketing on Generation Z consumers perception of fashion brands, with a focus on the role of consumer engagement and content type. The study explores how various digital marketing strategies, including personalized content, interactive campaigns, and brand engagement on social media, influence consumer behavior and perceptions of fashion brands. Using a quantitative research methodology, data was collected from 310 Generation Z consumers through an online survey. The study analyzed the relationship between digital marketing strategies, content types, consumer engagement, and consumer perception. The findings reveal that digital marketing strategies significantly influence consumer engagement, which in turn affects brand perception. Particularly, personalized and interactive content, alongside a strong digital presence, builds trust and encourages brand loyalty. Additionally, content that resonates emotionally or focuses on sustainability has a more substantial impact on consumer perception than traditional product-focused content. Consumer engagement on social media, such as liking, commenting, sharing, and participating in discussions, further strengthens brand trust and loyalty. The study's results emphasize the importance for fashion brands to not only prioritize digital marketing strategies that connect emotionally with consumers but also foster genuine engagement online. This research provides valuable insights for fashion brands seeking to effectively reach Generation Z, highlighting the need for tailored, engaging, and authentic digital marketing efforts that resonate with the values and behaviors of this influential consumer group.

Keywords

Digital Marketing strategies, Consumer Engagement, Generation Z, Fashion Brands, Consumer Perception, Content Type, Social Media Marketing

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 28. 3. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 29. 5. 2025
• Vedoucí: Ing. Jana Pitrová, Ph.D.
• Oponent: Vladimír Polák, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
International Trade and Business