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@article{186376,
        author = {Ms. RAMYA MEENAKSHI and Dr.  SATHEESH BABU  P. and KRUTHIKKHA VARSHINI E},
        title = {THE IMPACT OF DIGITAL MARKETING ON WOMEN'S CONSUMER BUYING BEHAVIOR TOWARDS APPAREL: A STUDY IN CHENNAI},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {6},
        pages = {841-849},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=186376},
        abstract = {The rapid evolution of digital technologies has profoundly reshaped the consumer-brand relationship, particularly in the fashion industry. This study investigates the impact of digital marketing on the apparel buying behavior of women consumers in Chennai, India. Employing a mixed-methods research design, the study synthesizes a comprehensive literature review with a primary data collection through a structured questionnaire administered to a sample of 300 women in the city. The research explores how various digital marketing channels—including social media, e-commerce websites, email marketing, and influencer collaborations—influence key stages of the consumer decision-making process: need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. Findings reveal that digital marketing significantly impacts all stages, with social media being the most influential channel for raising brand awareness and driving impulse purchases. The study identifies key factors such as convenience, variety, and the influence of peer reviews and influencer content as central to women's online apparel purchases. The research provides valuable insights for apparel marketers in Chennai, enabling them to formulate effective digital strategies tailored to the unique behavioral patterns of their target demographic.},
        keywords = {Digital Marketing, Women Consumers, Apparel, Influencer Marketing, Personalization, Mobile Commerce, Trust, Perceived Value.},
        month = {November},
        }