Best Practices for Targeted Marketing for Fashion Entrepreneurs

Date
2018-01-01
Authors
Slaton, Kelcie
Kinley, Tammy
Brandon, Lynn
Connors, Priscilla
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Abstract

A key to a business's success is reaching the target market, which ensures that consumers are exposed to the retailer's offerings and by turn, inspired to purchase. Data for this study were collected via survey using the theory of reasoned action framework. We found that desirable and informative advertising attitudes provided a significant relationship to intent to purchase. Pressure to follow trends had a significant effect on purchase intention, and purchase intention had a significant effect on reported purchase behavior. Further, the most effective targeted marketing strategies to drive purchase were advertisements on websites and promotions in email.

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