Impact of Digital Marketing on Brand Awareness in the Nigerian Fashion Industry

Marketing — 2025, Undergraduate

This study examined the impact of digital marketing on brand awareness in the Nigerian fashion industry. A descriptive survey design was adopted with questionnaires administered to social media users and fashion brand marketers. Data were analysed using descriptive statistics and regression analysis. The findings revealed that social media campaigns, influencer partnerships, and content marketing significantly enhanced brand awareness, engagement, and online visibility. The study, however, found that inconsistent content and limited analytics use reduced campaign effectiveness. It recommends structured digital marketing strategies, audience targeting, and performance measurement.

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