Digital marketing factors and buying behaviour in the fashion industry: Evidence from GEN Z consumers in Africa

Digital marketing factors and buying behaviour in the fashion industry: Evidence from GEN Z consumers in Africa

The fashion industry, especially within e-commerce, stands as a highly dynamic sector, being the largest business-to-consumer (B2C) market with a global valuation of $768.7 billion in 2023 and an anticipated annual growth rate of 9.4%, potentially reaching $1,103.1 billion by 2027, underscoring its...

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Bibliographic Details
Main Authors: Abdulraheem Mulikat, Imouokhome Ebun Omoniyi, Abdulsalam Tajudeen Alaburo
Format: Article
Language:English
Published: University of Pristina in Kosovska Mitrovica, Faculty of Economics 2025-01-01
Series:Ekonomski Pogledi
Subjects:
africa
buying behaviour
digital marketing factors
fashion industry
gen z
Online Access:https://scindeks-clanci.ceon.rs/data/pdf/1450-7951/2025/1450-79512501001A.pdf
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