THE INFLUENCE OF DIGITAL ADVERTISING STRATEGIES ON PURCHASE INTENTION AND BUYING BEHAVIOR IN THE TEXTILE AND APPAREL E-COMMERCE SECTOR

Abstract

The exponential growth of e-commerce has redefined the textile and apparel marketplace, with digital advertising emerging as a dominant force in shaping consumer perceptions and purchase decisions. This study examines how core advertising dimensions — including digital advertising exposure, brand advertising awareness, product advertising familiarity, vendor advertising expertise, and online advertising popularity — influence consumers’ purchase intentions and actual buying behavior in the textile and apparel industry. Data were collected through a structured survey from 4500 urban Indian consumers who have previously purchased local textile and apparel products online. After excluding invalid responses, 389 usable samples were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Confirmatory Factor Analysis (CFA) to validate the structural model and test seven hypotheses. Findings reveal that advertising-centric marketing elements exert a significant positive effect on purchase intention, which serves as a key mediator leading to actual purchase behavior. The results underscore the strategic importance of targeted advertising campaigns in enhancing consumer engagement, increasing brand recall, and driving e-commerce sales. This study offers valuable implications for textile and apparel marketers, highlighting how optimized advertising interventions can effectively convert consumer interest into purchase actions in emerging digital marketplaces.