Impact of User Centric Strategies on Purchase Decision with Mediating Role Customer Brand Engagement : A Study of Clothing Market

Abstract

The study investigates the impact of user-centric strategies on purchase decisions in the clothing market, with a focus on the mediating role of customer brand engagement. Using a quantitative descriptive technique, information was acquired using a normalized study instrument, which included items modified from authorized sources. The survey, using a 5-point Likert scale, aimed to analyze respondents' perceptions of customized marketing strategies, content showcasing, virtual entertainment advertising, client brand commitment, and purchasing decisions. The research population consisted of clothing brands operating in Islamabad city, with a sample size of 169 customers from prominent brands including Sana Safinas, Khaadi, Gul Ahmed, Limelight, and Bonanza. Analysis of the data revealed significant positive correlations between user-centric strategies and purchase decisions, with personalized marketing, content marketing, and social media marketing demonstrating substantial impacts. Furthermore, customer brand engagement emerged as a significant mediator, indicating its pivotal role in translating user-centric strategies into purchasing decisions. The findings underscore the importance of tailored marketing approaches and customer engagement initiatives in driving favorable outcomes in the clothing market. Practical implications suggest that marketers should prioritize personalization, content marketing, and social media engagement to enhance brand performance and drive sales. Theoretical contributions include empirical evidence supporting the effectiveness of user-centric strategies and highlighting the mediating role of customer brand engagement. Nonetheless, the review is dependent on restrictions, such as test size imperatives and reliance on self-detailed information, which may impact the generalizability and dependability of the findings. Future research could explore demographic moderators, longitudinal effects, and qualitative insights to further enrich understanding in this area. Overall, the study contributes to advancing knowledge in marketing and consumer behavior, offering insights for practitioners and scholars alike to navigate the evolving landscape of the clothing market.