Investigating E-Marketing's Influence on Millennial Fashion Purchases

This project delves into the impact of e-marketing on the purchase decisions of millennials within the fashion industry, using Linea Fashion as a case study. The research begins with an introduction to e-marketing and its significance, followed by an examination of its benefits and importance for business growth. The study explores the influence of e-marketing on millennial purchasing behavior, identifying various strategies employed by companies to attract this demographic. The research methodology includes qualitative research with an inductive approach, interpretivism philosophy, and thematic analysis of data collected through primary and secondary sources. The findings reveal the importance of e-marketing in influencing millennial decisions, highlighting the use of social media and SEO strategies. The project concludes with recommendations for enhancing e-marketing efforts and building customer trust, ultimately contributing to the understanding of digital marketing's role in the fashion industry.

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
2

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
3

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

8

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