Influence of Digital Marketing Channels on Consumer Purchase Decision in the Fast Fashion Industry in Kathmandu Valley

Abstract

Purpose: This study aims to examine the influence of key digital marketing channels (i.e., social media, mobile applications, blogs/websites, and email marketing) on consumer purchase decisions in Kathmandu Valley’s fast fashion industry and to identify the most influential channels shaping purchase intentions among urban youth consumers.

Design/methodology/approach: This study employed a post-positivist paradigm and a cross-sectional quantitative survey, targeting urban youth aged 16–40 in Kathmandu Valley, with data collected via a structured, self-administered questionnaire. Data from 385 respondents, obtained through a mixed-mode convenience sampling approach, were analyzed using SPSS 25 for descriptive statistics and inferential analysis.

Findings: The findings indicate that all four digital marketing channels—mobile applications, email, social media, and blogs/websites—significantly influence consumer purchase decisions in Kathmandu Valley’s fast fashion sector. Among these, mobile application marketing emerged as the most influential factor, highlighting the critical role of interactive and personalized digital engagement in driving consumer behavior.

Implications: The study highlights that prioritizing interactive and personalized digital channels, particularly mobile applications and email marketing, can significantly enhance consumer engagement and purchase decisions, offering practical guidance for marketers and informing policy on ethical digital practices.

Originality/value: This study provides original insights into how digital marketing channels influence fast fashion purchase decisions among urban youth from a developing context, emphasizing channel-specific effectiveness and the strategic role of interactive platforms like mobile applications and email marketing.

JEL Classification: D12, L81