International records / OpenAlex research

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 constant evolution. This growth is further propelled by the COVID-19 pandemic, which has brought significant health and economic challenges, greatly affecting the apparel, fashion, and luxury (AF&L) sectors. The research examines the effect of specific digital marketing factors on GEN Z buying behav…