IJARSAI INTERNATIONAL JOURNAL OF ADVANCED RESEARCH SCIENTIFIC ANALYSIS & INFERENCES
UPID No:1225P14CE
Impact of Digital Marketing on Consumer Preferences for Branded Textile Products in Kerala
Article Title: Impact of Digital Marketing on Consumer Preferences for Branded Textile Products in Kerala
Author(s):
Rakhi R. Research Scholar, Department of Commerce, Government College for Women, University of Kerala, Thiruvananthapuram, Kerala, India
E-mail: rakhipreman818@gmail.com
Dr. Lissy Bennet Assistant Professor of Commerce, All Saints’ College, Thiruvananthapuram, Kerala, India
E-mail: lissy.com@allsaintscollege.ac.in
Discipline: Commerce
Article Dates: Received: 15 May 2025 | Revised Submission: 20 May 2025 | Accepted: 05 June 2025 | Available Online: 07 June 2025
DOI:
Abstract: This study investigates the influence of digital marketing on consumer preferences for branded textile products in Kerala, leveraging data from 385 respondents. The research focuses on four key areas: marketing channel effectiveness, the role of brand awareness, the impact of digital marketing spends, and the mediating role of brand engagement. Statistical analyses, including ANOVA, correlation, regression, and mediation, were employed to explore these relationships. The findings indicate significant differences in consumer preferences across marketing channels. Social media emerged as the most preferred channel (mean preference score: 5.12, F = 4.11, p = 0.018), outperforming E-Commerce (5.08) and Traditional Marketing (4.94). A strong positive correlation (r = 0.85, p < 0.001) was observed between Brand Awareness and Purchase Decisions, emphasising the importance of visibility in influencing consumer behaviour. Regression analysis revealed that Digital Marketing Spend significantly impacts Sales, with a regression coefficient of 0.80 (t = 20.00, p < 0.001). Additionally, mediation analysis identified Brand Engagement as a partial mediator in the relationship between Social Media Ads and Purchase Intention, with both direct (β = 0.30) and indirect effects (β = 0.50, p < 0.001). The study concludes that digital marketing significantly shapes consumer preferences and behaviour in the branded textile sector. By prioritising digital platforms, fostering brand engagement, and increasing visibility, businesses can better meet consumer expectations and drive sustainable growth. These insights provide actionable recommendations for marketers and contribute to the understanding of digital marketing dynamics in regional contexts.
Keywords: Digital Marketing, Consumer Preferences, Branded Textiles, Social Media, Brand Awareness, Purchase Decision, Digital Marketing Spend, Brand Engagement, Kerala, ANOVA, Correlation, Regression, Mediation Analysis.
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