Assessing and Addressing the Motivation

This dissertation investigates the impact of e-marketing on consumer purchase decisions in the fashion industry, with a focus on millennials. It explores the concept of e-marketing, its importance and benefits, and the strategies used to influence millennial decision making. The study aims to provide insights and recommendations for companies to effectively promote their products through e-marketing and attract millennials.

ASSESSING AND ADDRESSING
THE MOTIVATION
1

TABLE OF CONTENTS
RESEARCH PROPOSAL...............................................................................................................4
Introduction..................................................................................................................................4
Aim and objective........................................................................................................................4
Objective......................................................................................................................................4
Research questions.......................................................................................................................4
Rationale......................................................................................................................................5
Research methodology.................................................................................................................5
Timeline.......................................................................................................................................7
CHAPTER -1 INTRODUCTION....................................................................................................9
1.1 Background.......................................................................................................................9
1. 2 Rationale...........................................................................................................................9
1.3 Aim and objective................................................................................................................10
1.4 Research questions...............................................................................................................10
1.5 Dissertation structure......................................................................................................10
CHAPTER -2 LITERATURE REVIEW.......................................................................................12
Theme 1: Concept of e-marketing.............................................................................................12
Theme 2: Importance and benefits of e-marketing for organisation.........................................13
Theme 3: Impact and method that are used by company to influence millennial purchasing
decision making through e-marketing.......................................................................................15
CONCLUSION..............................................................................................................................17
CHAPTER -3 RESEARCH METHODOLOGY...........................................................................18
1.1 Research Type.....................................................................................................................18
1.2 Research Approach..............................................................................................................18
1.3 Research Philosophy............................................................................................................19
1.4 Data collection.....................................................................................................................19
1.5 Data analysis........................................................................................................................20
1.6 Sampling.........................................................................................................................20
1.7 Research limitation..............................................................................................................21
1.8 Reliability and validity........................................................................................................21
1.9 Ethical consideration...........................................................................................................22
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1.10 Case study..........................................................................................................................22
CONCLUSION..............................................................................................................................23
CHAPTER -4 DATA ANALYSIS................................................................................................24
Theme 1: Both of the above option has been selected by maximum number of respondents
...................................................................................................................................................24
Theme 2: Yes the manager of Linea Fashion gives importance to e-marketing............25
Theme 3: Different positive impact of e-marketing on decision making of
millennials and organisation that are operating its function in fashion industry......................26
Theme 4- Global reach and Helping in providing personalised experience to people are the
major advantages of e- marketing for small fashion companies...............................................28
Team 5- all of the above are the various challenges which are being faced by the Linea fashion
at time of making use of e-marketing in order to influence decision making of the millennials.
...................................................................................................................................................29
Theme 6- the use of social media marketing and search engine optimisation are the major
strategies which are used by company in order to make use of e-marketing for attracting
millennials..................................................................................................................................30
Theme 7- all of the above are the different channels through which the company can connect
with the customers.....................................................................................................................31
Theme 8- strongly agreed that e- marketing contributes a lot and motivating millennials to
purchase the fashionable clothes online with Linea fashion.....................................................32
Theme 9- truly share information and providing services as per customer requirement for
expectancy are the methods which are used by company to build trust among the customers
with help of e marketing............................................................................................................33
CONCLUSION..............................................................................................................................36
CHAPTER-4 DATA ANALYSIS.................................................................................................37
CONCLUSION..............................................................................................................................37
Recommendations..........................................................................................................................38
REFERENCES..............................................................................................................................40
APPENDIX....................................................................................................................................43
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RESEARCH PROPOSAL
Topic- " To investigate the impact of e-marketing on consumer purchase
decisions, the case of millennials in the fashion industry".
Introduction
In recent scenario, there are many companies that are making use of e-marketing in order
to attract maximum number of customers in the organisation. With development of technology
and use of social media platform by range of younger generation has provided opportunities to
company to market their products through e- marketing. This platform has helped company in
inducing maximum number of customers in limited time frame and cost thereby leading more
benefits to firm (Kim, 2021). This dissertation is related to “impact of e-marketing on consumer
purchase decision making in context of fashion industry.” So, it covered all information
pertaining to the way customer decision is affected through e-marketing and the way it helped
company in enjoying more sales volume and profitability.
Aim and objective
Aim
To analysis and identified the impact of e-marketing on consumer purchase decisions in fashion
industry of United Kingdom. A case study of Linea Fashion.
Objective
 To understand the concept of e-marketing.
 To identified importance as well as benefits of E-marketing for growth and development
of company.
 To evaluate the impact of e-marketing on consumer purchasing decision making on
millennials in context of fashion industry.
 To suggest strategies that can be used by company to promote E-marketing to attract
millennials in the organisation.
4

Research questions
 What does meant by E-marketing?
 Why is e-marketing is important or beneficial for growth of enterprise in external
environment?
 What are the impact of E-marketing on consumer decision making and growth of
company?
 What are the strategies that could be used by firm to promote products and services to
millennials through e-marketing?
Rationale
The study is important to conduct on “the impact of e-marketing on consumer purchase
decisions in fashion industry of United Kingdom” as it helped in understanding the way
company can make use of digital platform to attract customers. In current circumstances there
are various organisations in fashion industry that are making use of E-marketing to influence
customer decision making (Lorente-Martínez, Navío-Marco and Rodrigo-Moya, 2020).
Moreover, customers are most important resources for the organisation as they are the
individuals that are mainly responsible for making purchase of products and services which helps
in generating maximum revenue to company. So the study will contribute in gathering
information regarding the way E-marketing helps in attracting range of customers and growth of
firm. The study will be useful for companies, management and senior executive that are working
in the fashion industry of United Kingdom.
Research methodology
Research type: There are two common research approaches such as qualitative and quantitative,
out of which scholar will pursue qualitative research in order to gather in depth information
pertaining to topic.
Research approach: This state about the different approach that research is going to use in order
to collect analysis and interpret necessary information. Inductive and deductive are the two
approach that can be used by research to analysis and evaluate information. Inductive approach
has been plan by scholar to interpret and analysis data and information (Garrido Moraes and
Strehlau, 2020).
Research philosophy: It is the research methodology that explained about the belief that scholar
has in mind while pursuing the study. Interpretivism, positivism and realism are three research
5

philosophies, so from all these philosophy the scholar will make use of interpretivism. As in this
researcher interpret the elements by integrate human interest into study so that useful data can be
drive.
Data collection: It clearly specifies about the method that the scholar will make use to gathered
sufficient and relevant information pertaining to impact of e-marketing on consumer decision
making process. Primary and secondary are two common methods that will be used by the
scholar to gathered right information in limited time frame.
Data Analysis: The data analysis explains the way data will be interpreted so that other
individuals or interested users can easily understand the same. Thematic and SPSS are two
different methods that are used by scholar for data analysis pertaining to various studies to
extract useful information (Clarke and Visser, 2019). The researcher will make use of thematic
analysis as it best method of analysis of information through use of graph, table etc.
Sampling: This is part of research methodology that specify about the sample taken from
particular group of individuals in order to gather more information about them. 30 respondents of
Linea Fashion will be used to drive information related to influence of e-marketing on consumer
decision making process and growth of company.
Ethical consideration: The research will follow all ethical consideration while making the
research or conducting the study. Such as consent from all respondent will be taken, at the same
time each respondent has given equal chance to give their respective view regarding the study.
Reliability and validity: All reliable and valid sources will be used by the researcher to collect
information from different books, journal, articles and internet. In addition to this scholar also
make sure that the information is gathered from articles or internets that are recently published so
that they can be reliable by interested users (Cuervo‐Cazurra and et.al., 2017).
Research limitation: The biggest limitation pertaining to the research conducted is limited time
frame and resources to complete the study. But the scholar will tried to make use of available
time and resources so that right information can be gathered and communicated to other users.
Limited access to data related to the influence of e-marketing on customer decision making
process thus researcher will try to extract more and more information from different sources to
make research fruitful (Shahar and et.al., 2019).
6

Timeline
This illustrate about the actual time that will be need in order to complete particular
activity related to the study so that it can be finally submitted. Thus it states about actual time
need to complete the activity or task associated with dissertation. Such as
Activities /
weeks
1 2 3 4 5 6 7 8 9 10
Aim and
objective
and
questions
Literature
review
Research
methodology
Data
collection
Data
analysis
Finding and
summary
Final
submission
7

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CHAPTER -1 INTRODUCTION
1.1 Background
E-marketing can be refers as process such as promotion of products and services undertaken
through internet by company to enhance its sales volume and market share. With development of
technologies, organisation in fashion industry is making use of e-marketing to generate
awareness among millennials. Customers are more crucial for organisation as
they make most of the purchase of products and services in order to satisfy
their respective wants in best possible manner. So, social media, e-mail
marketing has influence a lot of behaviour and purchasing decision of
millennials (GODWIN, 2019). Thereby, the research has contained information
pertaining to way e-marketing contribute in influencing purchasing decision
making of millennials. It also included importance and benefits of e-
marketing in motivating millennials to select products in fashion industry.
Furthermore, it has included strategies that are used by company to promote
its products through e-marketing in order to influence the decision making of
millennials.
1. 2 Rationale
The study pertaining to the impact of e-marketing on decision making of millennials in
fashion industry is important to gather information related to the way company can grow and
expand its business operation. E-marketing can be easily used by small-medium sized company
to generate awareness among millennials so that they can right decision to select
specific firm as compared to another. Moreover, the taste and preference of
millennials keeps on changing as per trends and situation therefore E-
marketing platform has helped in effective understanding them and
identifying strategies to meet for organisation benefits. E- marketing has
totally change the trends of fashion industry, as in recent circumstances
many of the millennials like to have online shopping as the products are
easily delivered to their doorsteps without wastage of time. So it has
motivated scholar to understand study related to impact of e-marketing on
decision making of millennials for benefits of organisation (Sakti, Sukaris and
9

Saepuloh, 2020). As millennials make use of social media, such as instragram,
facebook, twitter and other to gathered information, connect with people and
have fun. So companies through marketing its products through all these
platform can influence their decision to select products as well as company
for satisfaction of their respective wants. In recent scenario, the study is
crucial because small-medium scale enterprise in fashion industry through
making use of E-marketing can attract more and more millennials in limited
cost and time frame. So it would be beneficial for individuals such as
management, organisation, marketing manager working in fashion sector of
United Kingdom.
1.3 Aim and objective
AIM
To analysis and identified the impact of e-marketing on millennials purchase decisions in
fashion industry of United Kingdom. A case study of Linea Fashion.
OBJECTIVE
 To understand the concept of e-marketing.
 To identified importance as well as benefits of E-marketing for growth and development
of company.
 To evaluate the impact and method of e-marketing that has influence on millennials
purchasing decision making in context of fashion industry.
 To suggest strategies that can be used by company to promote E-marketing to attract
millennials in the organisation.
1.4 Research questions
 What does meant by E-marketing?
 Why is e-marketing is important or beneficial for growth of enterprise in external
environment?
 What are the impact and method that are used by company to influence millennial
purchasing decision making through e-marketing?
10

 What are the strategies that could be used by firm to promote products and services to
millennials through e-marketing?
1.5 Dissertation structure
This is section that specifies about the dissertation structure in chronological order so that
necessary extracted information can be effective presented and used by interested parties.
Thereby the dissertation structure that has been followed to conduct study related to impact of E-
marketing on decision making of millennials can be illustrated as follows:
CHAPTER 1- INTRODUCTION
This is chapter that clearly provide the introduction, background, aim and objective of the
research conducted. It also includes information pertaining to why the study was significant and
useful for several individuals (Suryani, Fauzi and Nurhadi, 2020). Therefore, it has provided a
brief introduction of the subject matter that research is going to study in order to gather
maximum information.
CHAPTER 2- LITERATURE REVIEW
This is another chapter of dissertation that has contained information that has been
extracted from secondary sources or well know scholar. So it portion that has contained
evaluation of available literature review pertaining to specific subject. It involve process of
finding relevant publication like books, articles and journals in order to critically analyse them
and extract what has been find out. Thereby it can be stated that it is survey of scholarly sources
related to topic that is impact of E-marketing on decision making of millennials.
CHAPTER 3- RESEARCH METHODOLOGY
The third chapter in the dissertation is related to research methods that are used by the
scholar to gathered, analysis and interpret necessary information. Thus it is chapter that clearly
explained about method, belief, approach that will be used by scholar to pursue the study to
extract useful information (Hung and David, 2020).
CHAPTER 4- RESULTS AND DISCUSSION
The fourth chapter of dissertation is related to results and discussion that has contained
finding that has been gathered through completing the study related to impact of e-marketing on
11

millennials decision making process. So it has discussed the result obtained or represent the
crucial finding through thematic presentation so that other individual can easily understand the
same.
CHAPTER 5- CONCLUSION
It is the last chapter that has concluded or summarised crucial points related to study so
that interested parties are able to know what information has been gathered through conducting
research. Therefore, it helps interested users in understanding points that has been covered in the
research that can be helpful for them in taking necessary decision for growth and development of
company.
CHAPTER -2 LITERATURE REVIEW
Literature review can be stated as review of published article or scholarly paper that have
information pertaining to current knowledge of specific topic. So it generally involves use of
published articles in order to critically analyse them and explained all necessary information that
has been drive through study. So it helps in giving insight pertaining to things that are covered in
specific document or paper related to the study which can be helps in gathering more
information. So, it has included literature review pertaining to impact of e-marketing, method
used by company to influence decision making of millennials to be part of organisation.
Theme 1: Concept of e-marketing
From the view points of Simanjuntak (2019), e-marketing can also be termed as internet
marketing in which online method are used to attract range of customers within organisation.
Continuous development in technology and change in customers taste and preferences have
enforced company in fashion industry to make use of e-marketing to retained millennials
satisfaction level. Enterprise are making use of different method to connect
or build strong relationship with customers in order to enjoy higher sales and
profit margin. Therefore, the author wants to stay that e-marketing is
process of promoting the brand image of company by making use of
effective internet connect so that more customers are induce to make
purchase for fulfilment of their respective desired.
Furthermore, another author Mahardhika (2020), support that there are
various types of E-marketing that are used by firm to attract and induce
12

million of customers to enjoy high profit margin. Likewise, content, email and
social media marketing are different e-marketing that helped company in
generating among range of customers in minimum cost. Thereby, it leads in
maximum profit margin to company and improving its performance in the
external environment. Moreover, e- marketing helps in providing better
customers satisfaction with more competitive price and convenience. Thus it
enables the business to reduce its overall operational cost so that maximum
value can be delivered by small- medium scale in fashion industry to range
of customers.
As per perspective of Terry-Armstrong (2017), E-marketing provide more
choice to millennials to select clothe and other fashionable products of
various company through social media site. E- marketing helps in providing
all necessary detailed related to the products quality as well as it company
brand image. Thereby they are able to way take right decision after
evaluating alternative options provided by different companies to satisfy
their needs. The author also illustrated that e- marketing have both positive
and negative impact on company such as company is able to attract more
and more customers in limited time frame. It is able to understand their
existing taste and preferences thereby find alternative method that could be
used to meet them for growth and expansion of business.
The Apiraksattayakul, Papagiannidis and Alamanos (2017), supported that e-
marketing helps small and medium enterprise to not only market its
products in one particular country but also across worldwide. Thereby it has
wide opportunities to attract range of individuals to have fashionable clothe
to look pretty and attractive. Company are able to post image, videos and
description of their respective fashionable products on social sites, website
and email to generate awareness among people. Despite of so many positive
impact of e-marketing, there are some negative impacts such as any
negative post on E-marketing can easily ruin the brand image of the
company. At the same time, there is high threat to security and privacy of
company with increase number of hacker and cyber crime. So, SME while
13

pursing E-marketing should be take corrective actions to protect its personal
information being used by other for unnecessary purpose. At last it can be
stated that there are many individuals that does not easily trust E-marketing
due to lack of physical presences and increasing online presences. So
company need to ensure that it build strong relationship with customers
thereby they can be motivated to have fashionable products to satisfied their
wants beyond their expectancy level.
Theme 2: Importance and benefits of e-marketing for organisation
Illustrated that Özoğlu and Topal (2020), in recent scenario, the companies
are facing tough competition in fashion industry of United Kingdom as there
are various alternative that are available to them. So, e-marketing has
provided opportunities to even small and medium enterprise to market their
products to wide range of customers in minimum prices for maximum
benefits. The small and medium company are able to enjoyed several
advantages from E- marketing in fashion industry such as low cost of
operation. Traditional marketing like advertisement in newspaper, billboard
was too time consuming and costly so online method has provided
opportunities to company to grow and expand its business operation in
minimum cost. Online marketing save paper and stationary cost as well as
helps company in effectively segmenting people on basis of their taste,
preferences and many more. In order to identified strategies that could be
used to induce potential customers and influence their decision making for
better outcome.
As per view of Van Mensel (2020), e-marketing is main source of
attracting millennial that are interested to have more trendy and fashionable products to look
attractive as well as more attractive than other. Through e-marketing SME can easily measure
and evaluate its results that are number of individuals it is able to convert for benefits of
organisation. Thus through this process company is able to effective gathered information about
how effective was marketing campaign and the way lead, sales and conversion can be increased.
So, e- marketing contribute in improving overall performance of the company so that millennial
are retained in the organisation for longer time frame.
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The Sakti, Sukaris and Saepuloh (2020), clarify that e-marketing is also important
because it contribute in providing or offering right products to right customers at right time for
fulfilment of their desired beyond their needs. As through e- marketing SME in fashion industry
are able to know about existing fashion and trends, customers preferences and many more
information. Thereby is able to delivered varieties of products choice to millennial to select to
have fashionable and more trends products. Furthermore it has emphasized that e-marketing is
also crucial because it helps companies in maintaining strong relationship with customers.
According to Hung and David (2020), E-marketing is also beneficial for companies as it
helps in better customer’s satisfaction as in recent scenario most of the millennials wants to
have online shopping. So that they can have products or services at their
doorsteps without going to shopping mall and getting tired. Thus it has
provided ease and comfort to them in selecting particular products that can
easily meet their respective requirements. Moreover, through e-marketing
customers can be provided 24*7 hour services thus ease and convenience
and contribute in better outcome.
From the perspective of Yunita and Saputra (2019), this e-marketing
contribute in attracting people that are located in different geographical
locations so that they are influence to be part of company. So through e-
marketing the company is not only attracts its local resident but also people
that are living across worldwide. It furthermore contributes in building
sustainable relationship with people thereby motivating them to be part of
organisation for its growth and success. So, company have benefits of global
reach and expanding its business operation in different parts of the world for
gaining maximum benefits.
Theme 3: Impact and method that are used by company to influence millennial
purchasing decision making through e-marketing
The author Araujo and et. al., (2018), illustrate that millennial is generation that can
signally determined success as well as failure of brand. The millennial are generally tend to
influence by the opinion of five people while taking decision related to purchase of products and
services. They are more influence by the opinion of their friend as compared to strangers. Thus it
15

motivates them to analysis online review of previous customers in order to take right decision to
have products to meet their respective requirements. So, millennial just not only motivate to buy
specific products rather than they happy to have products from well established brand. They
prefer company that are highly align with the value or follow ethical principle while completing
their respective task and activities.
From point of view Gaitniece (2018), e-marketing have positive impact on millennial
decision making process as they are able to provide an ease to select specify products and
services form several alternative. They by making online payment can get delivery of products at
their doorsteps thus does not have to wastage their time and energy. All such has provided ease
and convenience to customers and fulfilling their requirements in effective manner. The author
furthermore illustrate that company regularly post images, videos and other thing on various
social media sites in order to generate awareness among millennial. So that they can be aware of
its brand, products range and its benefits thereby take right decision to purchase the same for
fulfilment of their respective desired.
Another author Fauziah and Wahdiniwaty (2020), supports that company through
changing its social media channel is able to connect with maximum number of customers.
Likewise they make use of all social media channel like twitter, instragram and Facebook to
engage and interact with millennial so that they can take right decision. Company are also
making use of email marketing in order to build strong relationship with customers, understand
their wants and preferences and many more. Email contribute in providing necessary information
to people about existing offers, new and innovative products launch by company. Thus, impact
on decision making of millennial in effective manner and lead in growth and success of
organisation in best possible manner.
Furthermore, from the point of Thomkaew and et.al., (2018), company are also
organising of contest so that people can take active part in it and get aware of the enterprise
through e-marketing. The millennial like to play contest and win the game thus having some
prize. Thus, such strategies lead in spike in engagement, increase in overall brand image of
company, more followers and increase in sales volume of enterprise. It contributes in influencing
people into the organisation by making them aware of the company brand image and its
16

qualitative products and services. Regular positing of image, relevant content helps in affect
decision making of millennial and thereby lead growth and expansion of business.
Illustrate AL-Rubain and Arif (2020), that company in order to appeal with millennial
through social media tries to segment people on the basis of their demographical information in
order to decide appropriate content that could be used to motivate them. Millennial wants to be
part of organisation that is ethical, honest and make use of authentic marketing for their effective
conversations. So, the company by creating a appropriate, clear and attractive content is able to
influence the decision making of millennial. Enterprise are also emphasising on having 24*7
hour available on social media sites so that customers can quickly get their queries, issue
resolved in limited time frame. Millennial take decision on the basis of comment, share and likes
that are given by previous customers or their friends thus company through increasing the
followers, share and like is able to grow and expand its business operation.
According to Ivanov, (2019), these there are some of the positive effects of strategies that
are used by organisation to promote products through e-marketing to maximum number of
customers. Likewise company is able to maintained customer loyalty, brand image through
contacting with range of people in the firm. E-marketing also reduces overall cost of company in
maintaining staff or making expense related to advertisement to attract customers and achieve
the end goals. At last the author emphases that e-marketing will lead company in approaching
range of customers or millennial thereby leading more profitability and expansion of market
share in limited cost as well as price. So, the e-marketing method has significant impact on
millennial and company operation in external environment.
On contrary, Sari and et.al., (2021) is another author specifies that e-marketing method
may lead in negative impact on millennial or growth of organisation. Such as ineffective
implementation of marketing strategies lead in building negative impact on brand image of
company. It may ruin the whole reputation of organisation in external environment. So the
manager need to be careful while posting the content and it should honestly post the same so that
there is no negative impact on them or distrust. Secondly, negative impacts of ineffective
implementation of e-marketing strategies may lead in huge financial loss and create hindrances
in growth of business. There are some of the millennial that does not trust online shopping due
to increase number of fraud thus it has resulted in barrier in increasing number of customers and
17

sales volume of firm. Therefore, manager of company while making strategy need to avoid the
negative impact by taking corrective steps for better outcome.
CONCLUSION
From the above analysis it can be summarised that company make use of different
method to market its product and services through e-marketing so that it can sustain business for
longer time frame. Moreover, e-marketing influence the decision making of enterprise so
company need to effectively use them to attract more individuals in firm for its growth and
expansion in fashion industry of United Kingdom.
18

CHAPTER -3 RESEARCH METHODOLOGY
This is chapter third that clarify specify about the method that the research is planning to
use in order to conduct study pertaining to the “The impact of e-marketing on millennials
purchase decisions in fashion industry of United Kingdom.” Company through making use of
different method to analysis, interpretate and extract relevant information is able to make
research fruitful. So, these methods have contributed in getting more and more accurate and
reliable information pertaining to the subject area.
1.1 Research Type
This is part of research method that specify the type in which research will be proceed so
that necessary information can be gathered and analysis. In order to complete the study
pertaining to impact of e-marketing on millennials purchase decisions there are two types of
research such as qualitative and quantitative. In qualitative study, the researcher makes use of
non statistical information in order to understand the concepts, experience as well as opinion of
others. This type of method is generally used in social science and humanities likewise
sociology, health science and history (Prabowo, Hamsal and Simatupang, 2019). On the other
hand it can be interpret that quantitative is another type of research in which scholar make use of
numerical facts and figure to accumulate, analysis information. Out of both of the research type
the scholar has makes use of quantitative type as it helps in getting in-depth information
pertaining to the subject matter. Observation, interviews, survey and secondary research are
different qualitative research methods that are used by scholar to complete the study and get
useful insight.
1.2 Research Approach
It is explained about the research approaches that are used by scholar to gathered
relevant and most appropriate information. Inductive and deductive are two approach that are
used by scholars to study different subject and gathered crucial information that can be used by
other interest parties. In inductive approach, the researcher start with observation, theories and
other process in order to derived necessary results related to study. Therefore pattern, regularities
are observed by the scholar to draw or reach specify conclusion. On contrary note, deductive is
19

another approach in which the researcher developed a hypothesis on the basis of existing theory.
Thus on the basis of which design a particular strategy that could be used to test the hypothesis
so it is reasoning from particular to general. The scholar in order to complete study on topic
related to impact of e- marketing on decision making of millennials in United Kingdom
have make use of inductive approach. This approach is based on observation
of pattern thereby driving useful information for better decision making.
1.3 Research Philosophy
It can be defined as the belief that is undertaken by the researcher while pursing the
study related to collection, analysis and interpretation of information. Different research
philosophies that are used by researcher to complete the study are positivism, realism and
interpretivism. The first and foremost philosophy is pragmatism that is best suitable for study
related to multiple or mixed design that involves both qualitative and quantitative approaches.
The positivism philosophy is used in case of highly structured and large sample that have
qualitative and quantitative measurements (Bharambe, Bhangale and Thakur, 2021). While,
realism is another research philosophy in which the matter needs to be fit with either quantitative
or qualitative study. The research philosophy that is used by scholars is interpretivism that is
generally suitable for small samples. So, out of different research philosophies that researcher
has make use of interpretivism as it most suitable for qualitative study or getting in-depth study
or investigation pertaining to specify topic.
1.4 Data collection
This is portion of research methodology that clearly defined the way data being collect or
accumulated from different sources so that sufficient information can be drive. In another words,
it specify about two main sources that are used by scholar to gain maximum information related
to the study such as primary and secondary. In primary sources, the researchers itself conduct
survey, interview or prepare questionnaire that need to be asked to respondent. In order to gather
their respective points of view pertaining to specific study so that particular analysis can be
synthesis and information can be gained (Vaske, 2019). On contrary to this, company make use
of another data collection method that is secondary source, in which study related to the topic has
been already done. Likewise the published articles, books and journals and all other information
that are available on the internet. Thereby, the scholar has made use of both primary and
20

secondary research method in order to complete the study. For primary data collection it will
prepare questionnaire which would be asked to respondent to know about their view point.
Internet, recent books and journal of well known authors, will be used to gather sufficient
information to make research useful.
1.5 Data analysis
This is part of research methodology that state the way researcher will analysis the
gathered information from different sources so that useful facts can be gathered in limited cost
and timeframe. Scholar makes use of different analytical tools in order to analysis and interprets
data so that right decision can be taken by interested people at right time. There are two basic
approaches of data analysis that is thematic and SPSS. In thematic, scholars make use of theme,
graph and pie chart in order to represent the drive information so that stakeholder or interest
individuals of study can easily understand efforts (Van de Vijver, 2021). On the contrary note,
SPSS is software that is mainly used in quantitative study or study of complex statistical data
analysis. Therefore it can be stated that SPSS software package is mainly created for
management and statistical analysis related to social science data. So out of the both of the above
data analysis method the researcher has make use of Thematic analysis as it used in qualitative
analysis and helps in in-depth and better representation of information in form of graphs and
charts.
1.6 Sampling
Sampling is technique used in research in which predetermined number of observation are
being taken by the scholar from large population in order to study about characteristic,
preferences and values of people. So it is selection of subset of individuals from group of
individuals in order to conduct study and gathered necessary information. Sampling is further
categorised in two types probability and non probability, thus in probability the scholar set
selection criteria and the way member are been chosen randomly for gathering sufficient
information. On the other hand, Non probability is another method in which there is no
predetermined method to select the member thus all individuals does not equal opportunities of
being selected (Sharma, 2017). Furthermore the probability sampling is classified into four such
as simple random sampling, cluster sampling, systematic sampling and stratified random
sampling. So out of various alternative the researcher has make use of simple random sampling
in which all respondent has given equal chance to participate in the sampling method. The
21

scholar in order to complete the study pertaining to impact of e-marketing on decision making of
millennials in fashion industry of United Kingdom has taken sample of 20
respondent of Linea Fashion. Sampling has helped in understanding the way e-marketing
impact on purchase making decision of millennials related to fashionable products in
order to look better than others.
1.7 Research limitation
Research limitation can be state as shortcoming in the study or research that has been
conducted by scholar in order to drive or extract useful information. It is sure that each and every
research has some of the limitation likewise limited time, resources, scope and sources to
gathered information. Identification of shortcoming or limitation contributes in planning
effective strategies that could be used to make research or study fruitful. The various limitation
associated to the research study is that the aim and objective of research can be more broadly
prepared to gather more information. The researcher have less experience in making use of
primary data collection so that is some chance they may be wrong but it has tried its best to
gather, interpret and represent information in well manner (Akanle, Ademuson and Shittu, 2020).
Lack of previous study on the subject matter is also one of the research limitation, as e-marketing
is new concept that has adversely impacted on decision making of people specially the
millennials. It can also be stated that the in order to conduct research there
was limited time and resources but the scholar has put its best effort to
make their optimum use for effective outcome. So, lack of previous study or
present of information, limited time, resources and broad aim and objective
are major limitation of the research.
1.8 Reliability and validity
Reliability and validity is a concept that is used to evaluate the quality of research that
helps in finding out how well a particular method, technique and test has effective implemented
in order to conduct study. Therefore in short it can be illustrated that the reliability is related to
consistency and validity is related to accuracy of information drive from primary and secondary
sources. In order to make the research reliable and valid the scholar has take necessary steps such
as it has gathered information from sources that are reliable or are published by well know
author. Moreover it has ensured that they are of recent year only so that no old information is
present in the study (Sharma, 2017). The scholar has also maintained consistency in gathering
22

and retaining information so that timely study and useful data can be drive which can be used for
different purposes. At the same time it has make use of valid method and tools to extract
information relevant to the study or subject area. Therefore it can be summarised that the
researcher has ensure reliability and validity of information.
1.9 Ethical consideration
Ethical consideration is one of the most important parts of the research that helps in
ensuring that the research has been made effectively without causing any type of harm to any
individual. The researcher has provided respect, recognition and dignity to all the respondent
while asking them question. Moreover, has taken their consent that they are ready to share
information and provide necessary detailed related to the way information will be used and who
will be access to the study. Scholar has also taken necessary steps pertaining to maintaining
adequate level of confidentiality of respondent personal information so that it cannot be used for
unnecessary purpose (Ko and et.al., 2018). In addition to this the research has avoid
discrimination and any type of bias among the respondent as it tried to gathered information
from several people on equal basis. Thus, any type of mislead information has been avoided so
that it does not affect decision of individual in negative manner. Furthermore the scholar has
effectively, honesty and transparently communicated all necessary information to the respondent
as well as users thus it has contributed in maintaining ethical consideration related to the study.
1.10 Case study
This is segment of research methodology that specify about the case study that has been
selected in order to study the impact of e-marketing on purchase decision making of
millennials in context of fashion industry of United Kingdom. Linea fashion is
trendiest fashionable brand that offer new styles, design clothes to
customers to wear in order to look pretty and more better than others. The
aim of the company is make people look and feel differentiate from others
through having branded products and services. The potential target
customers of linea fashion is younger generation or millennials that like to
wear branded and fashionable clothes. Moreover in recent scenario there is a
trend that millennials most like to have online purchase so company through
making use of E-marketing is able to attract maximum individuals (Sumrin and
Gupta, 2021). Being a small –medium enterprise, e-marketing has provided
23

opportunity to company to generate awareness among people so that they
are motivated to be part of organisation for fulfilment of their respective
wants. Therefore, the case study is based on Linea fashion and the way its e-
makreting strategies influence the decision making of millennials in fashion
industry.
CONCLUSION
From the above report it can be concluded that research methodology has contribute in
summarising the tools, techniques and method which will be used by the scholar to collect,
analysis and interpret necessary information. While it has also inform about the ethical
consideration that has been abided by the researchers so that it can be easily used and trusted by
any individuals for their respective purposes. Furthermore, the research methodology section has
contributed in understanding its limitation and the way researcher has tried to avoid the same for
better outcome.
24

CHAPTER -4 DATA ANALYSIS
The fourth chapter of the dissertation is most crucial part that analysis, derive or extract
necessary information pertaining to the study so that right decision can be taken by interested
users or stakeholders. As it is know that data has been collected from both primary and
secondary method, so analysis of questionnaire has been done through making use of graphs,
chart and other pictorial presentation (Vaske, 2019). All these has helped in better understanding
of the information by the user and effective analysis of impact of e-marketing on purchasing
decision making of millennials.
Theme 1: Both of the above option has been selected by maximum number of
respondents
What does you meant by e-marketing or internet marketing? OUTCOME
Using social media to attract customer through having internet
connection.
2
It is process of promoting business products or services and its brand
through use of internet.
3
Both of the above. 25
TOTAL 30
25

Interpretation: From the above pie chart it can be represent that 83% has opted that the both
above definition of e-marketing is correct such as using social media to attract customers along
with better internet connection or promotion of business products through internet. Likewise
there are 10% respondent that has selected that is process undertaken by company to promote its
products or services through making use of internet. On the other hand, remaining 7% has select
e-marketing is making use of different social media channel to generate awareness among people
to make purchase of products of specific company. Therefore it can be stated that e-marketing is
use of different social media channel, email marketing and other method to connect with
customers in order to promote them to be part of organisation.
Theme 2: Yes the manager of Linea Fashion gives importance to e-marketing.
Does manager of Linea Fashion give importance to e-marketing? OUTCOME
Yes 23
No 4
Don' t Know 3
TOTAL 30
26

77%
13%
10%
Yes
No
Don' t Know
Interpretation: The above chart represent crucial information pertaining to whether the manager
of Linea Fashion gives importance to e-marketing in order to attract customers or not. There are
around 77% of individuals that has selected that yes options which clearly means that manager
gave importance to e-marketing while promoting its products and services to millennials. While
only 13% has opted no options that states that manager has not given importance to e-marketing.
The remaining 10% has clarified that they does not know the answer of the above statement that
whether manager give importance to e- marketing or not. But as per the repose of maximum
people it can be summarised that manager by laying emphasis on e-marketing is able to promote
growth and success of company in hospitality sector of United Kingdom. So it can be
summarised from above analysis that manager through giving importance to e-marketing is able
to expand business in international market through attracting more and more millennials within
firm.
27

Theme 3: Different positive impact of e-marketing on decision making of
millennials and organisation that are operating its function in fashion industry
What are the impacts of e-marketing on decision making of millennials
and organisation in fashion industry?
OUTCOME
It helps millennials in selecting products and services of specific
company.
2
It has positive impact on decision making of millennials. 4
Company are able to expand and grow its business. 2
Able to generate awareness among several individual related to the
company.
1
All of the above options 21
TOTAL 30
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Interpretation: It is the third question that has been asked to respondent pertaining to the way e-
marketing impact on both decision making of millennials and business operation.
Maximum number of individuals such as 70% has selected all of above
options that means it have all impact on consumer decision making and
company operation. Likewise it helps them in selecting right products, have
positive impact, lead in growth of company and is able to easily generate
awareness among several individuals thereby enhance its market share and
profitability. The pie chart also represents significant information pertaining
to impact of e-marketing such as there are 13% that has opted that it has
positive impact on decision making of millennials as they are easily influence
to become part of particular organisation for satisfaction of their respective
requirements. While remaining 7% has illustrate that company are able to
expand and grow its business operation because of use of e-marketing.
There are 3% that has state that it also leads company in generating
awareness among maximum number of people living in society thereby it
can enjoy huge market share and profitability. Another 7 % has also
specified that it helps millennials in taking right decision to make purchase
for particular organisation for fruitful results. Therefore, it can be interpreted
that all the above are various impacts of e-marketing on millennials so
manager needs to find alternative method to use them for better results.
Theme 4- Global reach and Helping in providing personalised experience to people are
the major advantages of e- marketing for small fashion companies.
What are the advantages of e-marketing for small scale company in fashion industry of UK? Outcome
Global reach 10
24*7 marketing services 2
Contribute in building strong relationship with customers. 3
Helps in providing personalised experience to people 10
Low cost 3
Any other options 2
Total 30
29

Interpretation- With the primary data evaluation it was analysed that majority of the people state
that there are many different advantages of using e-marketing. In in respect to the views of
maximum respondent it was analysed that global reach and help in providing personalized
experience is the major benefit of using e marketing for small fashion stores.this is particularly
because of the reason that 20 companies undertake in marketing then they can market their
products and services all over the globe with single click. In addition to this the use of e-
marketing also assist company in identifying the experience of the people and providing them
services in accordance to the requirement. In addition to this some of the people agree that
contribution building strong relationship with customer is also the major benefit of using e
marketing. In against of this some people stage that lowering the cost is the benefit of e
marketing within the small fashion companies. As per the views of Guercini, Bernal and Prentice
(2018) it was evaluated that the different types of benefits which a small fashion store can enjoy
because of e-marketing is many. The reason underlying this fact is that the e marketing is a
concept which assists the company in providing and acknowledging the consumer with the
product and services being offered by the company in fashion industry. Hence the marketing will
have many different benefits which will be enjoyed by the company and as a result of this the
profitability of the company will increase.
30

Team 5- all of the above are the various challenges which are being faced by the Linea
fashion at time of making use of e-marketing in order to influence decision making
of the millennials.
What are different challenges that are faced by Linea Fashion while making use of e-
marketing to influence decision making of millennials? Outcome
Privacy and security 4
It may result in bad reputation 3
Making the website dynamic 3
Engage the follower in social media platform. 3
Creating an attractive content 2
All of the above 15
Total 30
Interpretation- Analysing the data gathered from 30 respondents it was analysed that there are
many different challenges which company face at time of using the e marketing. The most
common challenge which was agreed by majority of the respondent was all of the above. The all
of the above option involves the fact that the eldest including all the different challenges are the
major challenges being faced by fashion store. This involves the different challenges like it may
result in bad publicity of the company, creating a creative content and many other different
challenges. However in against of this the other respondent agrees to these challenges on
individual basis. In support of this Cao (2018) argues that I'm all these challenges restrict the
31

growth and development of the fashion company and the consumer will not be attracted towards
the company. Hence these challenges will create a negative impact over the consumer and they
were not like the capital services of the company.
Theme 6- the use of social media marketing and search engine optimisation are the major
strategies which are used by company in order to make use of e-marketing for
attracting millennials.
What are different strategies that are used by company to make use of e-marketing
to attract millennials within organization? Outcome
Content marketing. 3
Social media marketing. 7
E-marketing analytics. 2
Pay-per-click (PPC) advertising. 5
Search engine optimization 7
Website design. 5
Any other options 1
Total 30
32

Interpretation- on the analysis of the data assimilated from 30 primary respondents it was clear
that company can undertake different strategies for using e marketing in attracting millennials.
As per the views of the maximum respondent the most common strategies used in marketing is
social media marketing and search engine optimisation. The reason underlying this fact is that
these two strategies are the most common and consumer also acquainted with these two
strategies. In against of this some people states that pay per click advertising is also good
strategy for using the e marketing. In addition to this some of the respondent’s states that content
marketing and the website design is also a major strategy for attracting the consumer towards the
product and services of the company. In addition to this as per the views of Andryushenkova
(2021) the use of a marketing analytics is also a latest trend and can attract more of the
consumers.
Theme 7- all of the above are the different channels through which the company can
connect with the customers.
What are various channels or medium used by company to connect with customers? Outcome
Social media 5
Email. 5
Live web chat. 3
Messenger Apps. 4
Chat bots. 3
All of the above 10
Total 30
33

Interpretation- Further with the evaluation of the data gathered from primary respondent it was
clear that there are several channels through which company can connect with their customers
will stop the majority of the people states that all of the above are the various channels through
which company can connect with its customers. This all of the above involves different channels
like social media, live web chat, messenger applications, chat bots, emails and many others. With
respect to the opinion of Alrousan and et.al., (2020) the use of different channels and mediums is
very essential for the company to effectively comply with marketing strategies in order to attract
millennials.
Theme 8- strongly agreed that e- marketing contributes a lot and motivating millennials
to purchase the fashionable clothes online with Linea fashion.
Do you agree that e-marketing contribute in motivating millennials to have purchase of
fashionable cloths online for Linea Fashion? Outcome
Strongly agree 12
Agree 5
Neutral 1
Disagree 5
Strongly disagree 7
Total 30
34

Interpretation- In addition to this with evaluation of the further data it was strongly agreed by
majority of the respondents that e-marketing contribution motivating millennials to purchase the
fashionable clothes online. The reason underlying this fact is that the e marketing is the current
trend and if the company will comply with the current trend and this will definitely attract
consumers and they will buy the product and services. In the opinion of Alavion and et.al.,
(2017) it was evaluated that when the company's effectively using e-marketing then this will
motivate the millennial to buy the products with the company as their undertaking the use of the
latest trend that is e- marketing.
Theme 9- truly share information and providing services as per customer requirement for
expectancy are the methods which are used by company to build trust among the
customers with help of e marketing.
What are methods that are used by company to build trust among customers through e-
marketing? Outcome
Truly share information. 10
Work on building trust and brand image 8
Providing services as per customers expectancy 10
Any other options 2
Total 30
35

Interpretation- by the evaluation of the data gathered it was analysed that there are different
methods through which company and will trust within their customers. As per the views of
maximum respondent it was identified that sharing through information and providing services
as per customers expectations is the major method used by the company for building trust for
stop the reason underlying this fact is that when company is going to provide through
information and also will undertake the requirement of the customers relating to the product and
service then this will definitely build the trust of the consumer towards the company for stop in
against of this some respondent states that working on building trust and brand image is also a
major strategy for trust building.
Discussion
From the above analysis it can be discussed that e-marketing is process that helps in
generating awareness of products and services among millennials through use of social
media platform, email and other channel. Small scale enterprise can easily
connect with its customer through making use of E-marketing without
making more investment of money or wasting enough time and efforts.
Moreover, the e-marketing provide varieties of choice to customers in
selecting right products from specific company so that their requirements
can be meet and end objectives of company are achieved.
36

With an analysis of the findings it was pretty much clear that I'm the impact caused by e
marketing over the decision making is positive. The reason underlying this fact is that the use of
e-marketing will definitely result in improvement the decision making and effective working of
the company for stop the major impact identified with the findings for e-marketing over decision
making is that term the company is able to expand and grow their business and is also able to
generate awareness among the individuals relating to the company and its product. In addition to
this Shaltoni and et.al., (2018) supports the fact that there are many different benefits and
advantages relating to e marketing which the company faces. The linear fashion majorly places
the benefit of global reach and help in providing personalized experience to the consumers. This
will definitely result in effective working and operations of the company. The reason underlying
this fact is that e-marketing is the latest concept and if the company will comply with it then this
will definitely attract a majority of the consumers. Further with the analysis of the finding it was
identified that there are also different challenges which affects the working and attraction of the
millennials.
This involved different factors like that repetition privacy and security making the
website dynamic and many others. For the more it was identified that there are different channels
through which the product and services of the company can be marketed with the customers.
This involved channels like social media live app chats and many other different channels. All
these channels make the working of linear fashion pretty much easier. The reason underlying this
fact is that currently the technology is a advanced and for the effective working to use of social
media and e marketing will be very assistive. In the end it was identified that complying with e-
marketing is very beneficial for the company as it will assist in building trust among the
consumers as well. The reason behind this fact is that if the company will effectively undertake
the e-marketing then this will benefit the company to a great extent. hence the e marketing is a
concept which will definitely a assist company and improving and increasing the profitability of
the company.
37

CONCLUSION
From the above analysis it can be clearly summarised that e-marketing is one of new
concept that has helped company in reaching wide range of audience in limited time frame as
well as cost. Linea fashion through e-marketing is able to provide all necessary information of
the company to millennials like its brand position, value of products and prices
and other necessary services provided by firm. So, all these has contributed
individuals or millennials in taking decision pertaining to whether make
purchase from particular organisation or not for fulfilment of their respective
requirements beyond their expectation.
38

CHAPTER-4 DATA ANALYSIS
CONCLUSION
E marketing was emphasised in the report of different social media for gaining customer
attention by having internet connection. A process of promotion of business products and
services and the brand usage through internet has been described. The company’s importance to
marketing measures have been emphasised. The impact of e-marketing on the decision making
of millennials and organisation on the fashion industry was highlighted like help in selection of
products and services of company to millennials (Hwangbo, Kim and Cha, 2018). The e-
marketing tools positive impact on millennials decision-making was emphasised and how it
influenced their buying decisions was told in report. The advantages of e-marketing for small
scale company in fashion industry of UK was described like having global reach, providing of
24*7 marketing services, contribution in building of strong relation with customers and
providing of personalised experience to people in marketing service was told through
personalised mail and messages. The benefit of cost savings are also attached with e-marketing.
In print media, banners and advertisements take up costs while in e-marketing online
advertisements reduce operational costs. The different challenges faced by company while using
e-marketing for influencing decision making of millennials was discussed like privacy and
security challenge in online marketing operations, it can result in reputation loss if there is data
hack of customers and thus have to continue using updated software to meet the challenges.
Customer engagement in social media platforms is also required and importance of same is
given. Being a new trend in business, this has been highlighted how company makes strategies to
generate social capital and how this is relevant for current scenario. Creation of attractive content
has been discussed that how it influences customer mind and affects decision-making. The
different strategies which are or can be used by Linea Fashion like content marketing, social
media marketing, e-marketing analytics, search engine optimisation, website design have been
discussed. The digital marketing techniques of how they can be improvised and made better were
discussed and how strategies can be further improvised using latest techniques (Tolstoy and
et.al., 2021). Requirement for updating of software for making customer experience better and
faster was emphasised to get a leading edge over the competitors. The future of marketing lies
very much on e-commerce as people go more online and look for saving time and avoid long
queues on reaching the mall. The various channels or medium used by company for connecting
39

with customers is social media, e-mail, live web chat, messenger apps, chat bots are different
means with which not only company can stay in touch with customers but also answer their
queries and take feedback online of the products. These are also tools which can help get the
customer in touch with the company 24*7 and increase the customer satisfaction and business. It
has been highlighted that the future lies in the revenues generated online of retail sector.
Recommendations
The recommendations which can be given for the company Linea Fashion to follow in e-
marketing sector can be:
 Linea fashion can employ digital marketing techniques to clear web traffic and reduce
client search time by redirecting them to the appropriate page. With the rise of internet
shopping, Linea fashion can expand its online brand into a number of countries and
create an online-marketing sector. Feedback can also be sent in a section created just for
it, as this has contributed to the brand's success. Customer feedback has to be promptly
responded to, and grievances resolved as quickly as possible, with suggestions accepted
as well (Tolstoy and et.al., 2021).
 As online selling is not one-on-one, it is vital for online firms to build trust with their
clients. This means that, in order to provide value to clients, the product they selected
after reading the specifications on the Internet must satisfy their expectations once they
receive it. When a consumer orders a product online, the delivery system must be
adequate to ensure that the product is delivered on time and to the correct location.
 Linea fashion can create an online community in which they may communicate directly
with their customers. Customers might also be kept informed about social topics that are
important to them. This might give the company a more humanistic touch. Sustainability
is always a good approach to engage with customers. Customers have been engaging on
social media platforms about a variety of issues that affect them, with corporations
leading the way. Companies can have a blog post on their website where they can
announce new impending business launches, and the links to the blog post can be emailed
to customers.
40

 When company needs to promote a new product, it can post on social media that the firm
is having a webinar that customers can attend whenever they have free time to learn more
about the product (Wang and Ng, 2018). People enjoy this venue because they can
communicate on the platform, view relevant product presentations, and ask questions
during a separate query session held during the webinar. This is also more engaging than
other promotional activities where the presenter's originality may benefit the business.
 Linea fashion's ecommerce approach can rely on an automated marketing technology to
send relevant notifications and e-mails to customers, with everything from order status
updates to inventory stock notifications taken into account. Throughout the customer
journey, the brand recognise the need of personalised marketing via emails and text
messages. Digital technology is also used by the company to track clients' behaviour
while trying on a new product, such as a coat. The person trying on the coat is
photographed and forwarded to the purchaser via e-mail with options for similar coats in
the same price range, as well as the option to purchase online.
41

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APPENDIX
QUESTIONS
What does you meant by e-marketing or internet marketing?
 Using social media to attract customer through having internet connection.
 It is process of promoting business products or services and its brand through use of
internet.
 Both of the above.
Does manager of Linea Fashion give importance to e-marketing?
 Yes
 No
What are the impacts of e-marketing on decision making of millennials and organisation in
fashion industry?
 It helps millennials in selecting products and services of specific company.
 It has positive impact on decision making of millennials.
 Company are able to expand and grow its business.
 Able to generate awareness among several individual related to the company.
 All of the above options
What are the advantages of e-marketing for small scale company in fashion industry of UK?
 Global reach
 24*7 marketing services
 Contribute in building strong relationship with customers.
 Helps in providing personalised experience to people
 Low cost
 Any other options.
What are different challenges that are faced by Linea Fashion while making use of e-marketing
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to influence decision making of millennials?
 Privacy and security
 It may result in bad reputation
 Making the website dynamic
 Engage the follower in social media platform.
 Creating an attractive content
 All of the above
What are different strategies that are used by company to make use of e-marketing to attract
millennials within organisation?
 Content marketing.
 Social media marketing.
 E-marketing analytics.
 Pay-per-click (PPC) advertising.
 Search engine optimization
 Website design.
 Any other options
What are various channels or medium used by company to connect with customers?
 Social media
 Email.
 Live web chat.
 Messenger Apps.
 Chat bots.
 All of the above
Do you agree that e-marketing contribute in motivating millennials to have purchase of
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fashionable clothe online for Linea Fashion?
 Strongly agree
 Agree
 Netrual
 Disagree
 Strongly disagree
What are methods that are used by company to build trust among customers through e-
marketing?
 Truly share information.
 Work on building trust and brand image
 Providing services as per customers expectancy
 Any other options
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