March 2023 issue contents
THE EFFECTIVENESS OF FASHIONS ADVERTISEMENTS VIA DIGITAL MEDIA PLATFORMS IN THE PURCHASING DECISION

Kamel Khurshid Murad

Abstract

Digital media have become indispensable in advertising because of their numerous benefits. This article investigates the effectiveness of digital media platforms in advertising fashion in the purchasing decision. The study population had been the owners of fashion stores from which 246 were derived as the random sample. Findings revealed that that 69.9% of fashion store owners in Amman confirmed that advertisements of fashions on digital media platforms meet the need of consumers. Furthermore, 30.9% of them confirmed that the advertisements of fashions on digital media platforms are “effective”, and 19.5% confirmed that they are “very effective”. It also revealed that 78.4 percent of respondents said that "Societal Ideologies," "financial Status," and "falsified Claims" are the most significant barriers to fashion acceptance and patronage in Amman, notwithstanding digital media advertising. In addition, it showed that 86.2% of the respondents confirmed that "Facebook" is most of the digital platforms in which consumers are more interactive with advertisements of fashions, followed by “Instagram" with a ratio of 81.3%.

Keywords: [digital media; fashions advertisement; purchasing decision].