Electronic Marketing Strategies and Performance of Fashion Business in Kwara State, Nigeria

This paper examines how certain electronic marketing practices are related to the business performance of fashion companies in Kwara State, Nigeria. As urban cities such as Ilorin continue to increase, coupled with large numbers of students, e-marketing is a life-or-death chance for fashion companies get in transcending geographical boundaries. The successful implementation and strategic use of these tools to deliver quantifiable performance results, however, have not been consistent. The study took the form of a survey research design whereby 150 fashion business operators were surveyed using a structured questionnaire. The impact of three major e-marketing strategies, i.e., Social Media Marketing (SMM), Content Marketing and Website Presence (CMWP), and Digital Advertising and Promotion (DAP) were tested using a linear regression analysis. Results indicate that there is a statistically significant positive impact of all the three strategies on business performance. Particularly, CMWP was the most predictive one (R=0.782, p<0.001), which demonstrates the utmost significance of a professional, content-rich site. Another platform that showed significant impact and a strong relationship (R=0.711, p<0.001) is SMM, indicating the strength of such platforms as Instagram and Facebook in terms of engagement and sales. In contrast to DAP, which was significant, it was more moderate (R=0.541, p<0.001), indicating its use as an additional booster. The research finds that a centralized and combined strategy that focuses on the core strategy of websites and content in the center, enhanced by the active use of social media and supported by specific advertising, is the key to performance optimization. It advises fashion entrepreneurs to invest strategically in creating strong digital resources, and policy makers and stakeholders need to create better digital infrastructure and skills training to make the sector more competitive.