Determining the Best Digital Marketing Medium for Fashion Brands during COVID-19 pandemic
Abstract
The study provides insights into current and future digital marketing trends in fashion brands on a global perspective. The aim of the research was to identify the best digital marketing strategy for fashion brands. The study relied on exploratory qualitative research through secondary data. Data was gathered from various research articles and journals. The systematic literature review was adopted as it allows the researcher to search and extract relevant studies. The data collection procedure also included the use of Boolean operators and keywords. Following the collection of data from relevant research publications, two themes were emerged; social media marketing and non-social media marketing after conducting thematic analysis.
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