DIGITAL MARKETING AND GEN Z CUSTOMER LOYALTY TO FASHION PRODUCTS (STUDY FROM FEDERAL GOVERNMENT-OWNED TERTIARY INSTITUTIONS IN LAGOS-STATE NIGERIA)

Janet Oluwaseyi Bankole; Patrick Kunle Adeosun Ladipo; Ayodele Christopher Oniku

Janet Oluwaseyi Bankole Business Administration Department University of Lagos, Akoka, Lagos, Nigeria
Patrick Kunle Adeosun Ladipo Business Administration Department University of Lagos, Akoka, Lagos, Nigeria
Ayodele Christopher Oniku Business Administration Department University of Lagos, Akoka, Lagos, Nigeria

Keywords: Digital Marketing, Fashion Products, Gen Z, Mobile Marketing, Social-Media Marketing

Abstract

In the era of digital dominance and with Generation Z constituting over 25% of the global population, businesses face fierce competition, necessitating a robust online presence to attract and retain Gen Z customers. This research investigates digital marketing and Gen Z customer loyalty to fashion products in Lagos State. Employing a quantitative approach and anchored in the Theory of Planned Behaviour, Uses and Gratification (U&G) Theory, and Technological Acceptance Model (TAM), the study surveyed 382 students from Federal Government-owned tertiary institutions. Analyzing data through SPSS AMOS 28 and structural equation modeling, the findings underscore the significant positive impact of social media and mobile marketing on Gen Z customer loyalty. The study concludes that digital marketing has a positive effect on Gen Z customer loyalty and makes the following recommendations: businesses should pay attention to ensure they make their social media platforms active and interesting, constantly use various marketing approaches and strategies to contact and interact with Gen Z customers through mobile devices and ensure adequate online strategies that will deliver holistic satisfaction.