The Effect of Digital Marketing Transformation Trends on Consumers’ Purchase Intention in Textile Industry (B2C Business): The Moderating Role of Brand Awareness

This study examines how trends in digital marketing transformation influence consumer purchase intentions within B2C textile businesses. The study's findings offer significant insights for decision-makers and managers, illustrating how digital marketing influences consumers' perceptions and purchase intentions. This analysis considers consumer attitudes and brand trust as key mediating variables. A study was conducted using a sample of 210 clients from the B2C sector of the textile industry. After an analysis using partial least squares structural equation modelling (Smart PLS), it has been concluded that (2 of the 4) digital marketing approaches, namely email and social media, are important and appropriate. The research examines the mediating effect of consumer attitude characteristics in connection to digital marketing and brand trust and how these components affect the interaction between digital marketing, customer attitudes toward marketing, brand trust, and purchase intention. The results demonstrate that brand awareness is a moderating variable in this connection. The results suggest that a long-term marketing strategy should prioritize this element. The results are crucial for the brand-building process and are essential in identifying efficient digital marketing strategies within the business goals of textile companies.