The Impact of Digital Marketing Tools on Purchase Intention: The Case Study of Local Brands in Clothing Industry

Abstract

This study aimed at analysis of digital marketing performance of local clothing businesses with their activities. The main objective of this study is to measure the impact of digital marketing tools on purchase intention in Local clothing brands in Myanmar. A survey of 200 respondents has evaluated consumer buying behaviors and digital marketing tools according to five variables which composes of namely social media marketing, online customer community, influencer marketing, content marketing, and chatbots marketing with impact on purchase intention. Respondents are selected by using snowball sampling method and asked by structured questionnaires based on theory. The dimensions proposed in the framework are tested using regression analysis. The finding result is that digital marketing tools play a significant role in shaping how consumers make purchasing decisions. It is suggested that local clothing brands should invest strategically in a combination of these digital tools to maximize their impact on consumer behavior and stay competitive in the evolving market landscape.

Keywords: Local Clothing Businesses; Digital Marketing Tools; Social Media Marketing; Online Customer Community; Influencer Marketing; Content Marketing; Chatbots marketing; Purchase intention.

Introduction

In recent years, Myanmar's clothing industry has experienced substantial change. Rapid changes are occurring in Myanmar's fashion business as more customers choose contemporary, ready-to-wear fashion items, which are becoming more widely available thanks to digital channels. The rapid advancement of technology is currently providing a solution for certain people to meet their basic demands. The internet is rapidly expanding as an easily accessible source of knowledge, causing changes in consumption patterns to fulfill lifestyle demands (Zaerofi & Mawarendra, 2022). Many individuals are interested in digital marketing since it makes communication and transactions easier while projecting a sense of flexibility and ease (Putri & Marlien, 2022). Technology and the internet can be used in this way to potentially reach the target market. As of right now, there are 4.20 billion social media users worldwide, up 490 million in the last 12 months, or more than 13% of the total population (Kemp, 2021). Many companies recognize how important social media and digital marketing are to the development of their marketing plans. Businesses can achieve their marketing goals more affordably by utilizing digital marketing. Organizations can benefit greatly from integrating social media into their larger business plan (Hien & Nhu, 2022).

Local clothing industry are adopting digital marketing as a strategic tool to improve their market presence in Myanmar's developing digital landscape. Local clothing industry are strengthening their relationships with customers and boosting buy intention by utilizing e-commerce platforms, social media influencers, and targeted online advertising. Online platforms have made it simpler for Myanmar consumers to access a wider variety of clothing selections and to make well-informed shopping decisions, according to a study by Aung (2021). Additionally, small and medium-sized local clothing brands previously battled with restricted marketing expenditures are drawn to digital marketing's cost-effectiveness and simplicity.