Digital Marketing and Generation-Z Consumer Buying Behaviour of Made-in-Nigeria Clothes

Abstract

The rapid digital transformation has reshaped consumer behavior, particularly among Generation Z, who exhibit high digital engagement. This study examines the effects of digital marketing strategies – social media marketing, content marketing, and influencer marketing on the purchasing behavior of Nigerian Generation Z consumers regarding Made-in-Nigeria clothing. The study employs a quantitative research approach, utilizing structured surveys administered to a sample of 400 respondents aged 18–27, selected through stratified random sampling. Data analysis is conducted using descriptive and inferential statistics, including regression analysis, to assess the relationship between digital marketing variables and purchasing behavior. Findings indicated that all three digital marketing strategies significantly influence Generation Z's engagement and purchase intention, with influencer marketing emerging as the most impactful factor, emphasizing the importance of authenticity and trust. Social media marketing facilitates brand-consumer interactions, while content marketing enhances consumer trust and digital engagement. The regression analysis suggests that these digital marketing strategies collectively explain 58.1% of the variance in Generation Z's purchasing behavior. The study recommends that Influencers should be encouraged to create authentic, user-generated content, Brands should leverage data analytics to personalize social media marketing campaigns and High-quality content should be prioritized.