THE IMPACT OF INTERACTIVE DIGITAL MARKETING ON CONSUMER PURCHASE INTENTIONS: AN EVALUATION OF A FASHION RETAILER IN KANO, NIGERIA.
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- NGN 5000
Background of the study:
Interactive digital marketing leverages engaging, two-way communication channels to capture consumer attention and drive purchase intentions. Fashion retailers in Kano are increasingly employing interactive techniques—such as augmented reality try-ons, interactive lookbooks, and live chat support—to enhance the online shopping experience (Adeleke, 2023). These strategies not only create an immersive shopping environment but also allow consumers to interact with products in a more personalized way. The dynamic nature of interactive marketing can significantly influence purchase decisions by reducing uncertainty and fostering a sense of connection with the brand. Furthermore, interactive campaigns facilitate real-time feedback and data collection, enabling retailers to tailor their offerings and improve overall customer satisfaction. However, challenges such as technical complexities, high production costs, and varying levels of user engagement may limit the effectiveness of these initiatives. This study evaluates how interactive digital marketing influences consumer purchase intentions for a fashion retailer in Kano, assessing key metrics such as conversion rates and customer feedback to provide recommendations for optimizing interactive strategies (Ibrahim, 2024).
Statement of the problem:
Despite the promise of interactive digital marketing, fashion retailers in Kano often encounter difficulties in translating online engagement into actual purchases. Technical issues, suboptimal interactive designs, and inconsistent user experiences can lead to reduced purchase intentions and lower conversion rates (Adeleke, 2023). These challenges necessitate a detailed evaluation of interactive marketing strategies to identify improvements that can boost consumer purchase intentions (Ibrahim, 2024).
Objectives of the study:
To evaluate the impact of interactive digital marketing on consumer purchase intentions.
To identify challenges affecting interactive marketing effectiveness.
To propose strategies for optimizing interactive digital campaigns.
Research questions:
How does interactive digital marketing influence consumer purchase decisions?
What challenges hinder effective interactive marketing?
What measures can enhance the conversion of online engagement into purchases?
Significance of the study:
This study provides insights into optimizing interactive digital marketing strategies to enhance consumer purchase intentions, offering practical recommendations for fashion retailers in Kano to improve conversion rates and drive sales (Ibrahim, 2024).
Scope and limitations of the study:
The study is limited to a fashion retailer in Kano, Nigeria, focusing exclusively on interactive digital marketing and its impact on consumer purchase intentions.
Definitions of terms:
Interactive Digital Marketing: Marketing strategies that enable two-way consumer engagement.
Consumer Purchase Intentions: The likelihood of consumers to purchase a product.
Fashion Retailer: A company that sells apparel and related accessories.
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