The Impact of Digital Marketing on Customer Interaction: Electronic Fashion Sales Stores

The development of the business environment and the large number of challenges and competition have strengthened business organizations adopting various means and tools that activate their business in the markets, including promotion and marketing based on social digital media platforms, due to their great impact on customers’ purchasing behavior. Accordingly, the current study came to demonstrate the impact of digital media platforms on customer interaction. To investigate this relationship, the analytical descriptive approach was adopt by reviewing the secondary and primary sources by distributing a questionnaire to the outlets of the clothing and fashion sector in northern Jordan. Four hundred electronic questionnaires were adopt for the purposes of analysis using the statistical package for social sciences. The results of the study showed their agreement with the previous study that dealt with the subject of the study, that digital media platforms positively affect customer interaction so that they enhance and encourage their purchasing behavior through the advertisements available through these platforms. Accordingly, the study recommends the decision-makers in this sector to intensify digital marketing campaigns through these platforms because of their significant impact in enhancing the movement of sales and purchases, which reflects positively on the activity of clothing and fashion organizations. In addition, to the need to intensify the fast videos with ads through the reels feature. The value is high for stakeholders in the service sector by employing the results and recommendations of this study in the field of marketing.