Author(s)

Zhengye Guo

Corresponding Author

Zhengye Guo

Abstract

Digital transformation has a significant impact on marketing. The purpose of this study is to explore how European apparel brands of different sizes and forms are impacted by digitalization in terms of consumer purchase decisions, consumer awareness and customer loyalty. The findings of this study have indicated digital Transformation has a significant and positive effect size on both Consumer Purchase Intention and Consumer Awareness and managers of the European Apparel Industry should focus on promoting discounts and sales through social media platforms to increase their purchasing intention.

Keywords

Digital Transformation; Social Media Engagement; Consumer Awareness; Customer Loyalty; Apparel Industry; European Fashion Brands; Purchase Intention