EFFECTIVENESS OF DIGITAL MARKETING STRATEGIES IN ENHANCING BRAND AWARENESS AND PURCHASE INTENTION OF GUCCI AMONG LUXURY FASHION CONSUMERS.

Abstract

Digital marketing has become an essential component of marketing strategies for many businesses, including luxury fashion brands. This research project focused on the effectiveness of digital marketing strategies in enhancing brand awareness and purchase intention of Gucci among luxury fashion consumers. The study employed a quantitative research approach, using a survey to collect data from luxury fashion consumers who had engaged with Gucci's digital marketing channels. The purpose of this research project was to investigate the effectiveness of digital marketing strategies in enhancing brand awareness and purchase intention of Gucci among luxury fashion consumers. A quantitative approach was taken, using a survey to collect data from luxury fashion consumers who had engaged with Gucci's digital marketing channels. The survey included questions about the respondents' awareness of Gucci, their perception of the brand, and their purchase intention. The data was analysed using statistical techniques, including regression analysis and factor analysis, to identify patterns and relationships between variables. The results showed that digital marketing strategies had a significant positive effect on both brand awareness and purchase intention among luxury fashion consumers. Specifically, social media marketing, influencer marketing, and email marketing were found to be the most effective digital marketing strategies in enhancing brand awareness and purchase intention. The research provides valuable insights into the effectiveness of Gucci's digital marketing strategies and their impact on consumer behaviour. The findings can be used to inform future marketing strategies for Gucci and other luxury fashion brands looking to improve their digital engagement. Overall, the study highlights the importance of digital marketing in the luxury fashion industry and its potential to drive brand awareness and sales among luxury fashion consumers. The results of the research also showed that digital marketing strategies had a significant positive effect on both brand awareness and purchase intention among luxury fashion consumers. Specifically, social media marketing, influencer marketing, and email marketing were found to be the most effective digital marketing strategies in enhancing brand awareness and purchase intention. These findings highlight the 1 importance of leveraging digital marketing channels to increase brand exposure and drive sales in the luxury fashion industry. The study also provides insights into the factors that influence luxury fashion consumers' perceptions of Gucci. Factors such as brand image, quality, and exclusivity were found to be significant predictors of purchase intention. This information can be used to inform marketing strategies and help luxury fashion brands like Gucci tailor their messaging to resonate with their target audience. Overall, the research project sheds light on the effectiveness of digital marketing strategies in enhancing brand awareness and purchase intention among luxury fashion consumers. The results provide valuable insights for marketers looking to improve their digital engagement with customers and drive sales in the competitive luxury fashion industry.