Innovative marketing strategies and their impact on generation Z's clothing purchasing behaviour in Mthatha

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Abstract

Abstract: Problem. Clothing retailers and online brands targeting Generation Z consumers face growing challenges in converting high social media engagement into actual purchasing behaviour. This study examines the impact of innovative marketing strategies on the purchasing behaviour of Generation Z in Mthatha, specifically regarding clothing products. Aim. This study aims to quantify the direct and indirect effects of social media engagement, influencer marketing, and personalised content on the purchasing decisions of Generation Z consumers (aged 18-25) in the Mthatha region, with the goal of providing empirically grounded recommendations for clothing retailers. Methods. A quantitative research design was employed, utilising convenient and purposive sampling strategies, targeting a population of Walter Sisulu University (WSU) students in Mthatha, aged 18 to 25. The dependent variable is Generation Z Purchasing Behaviour (GPB), with independent variables including the Use of Social Media Platforms (USM), Integration of Influencer Marketing (IIM), and Personalisation of Content and Offers (PCO). Data was collected from 205 students on the Mthatha campus who frequently shop online for clothing. Analysis was conducted using Smart PLS 4 and SPSS software, with structural equation modelling to explore relationships between the variables. Results. Findings revealed that while the use of social media platforms had a minor positive effect on purchasing behaviour, the integration of influencer marketing and the personalisation of content and offers significantly and positively influenced Generation Z's purchasing decisions. Conclusion. The results suggest that beyond merely relying on social media, the strategic integration of influencer marketing and personalised marketing content are key drivers of Generation Z purchasing behaviour.

 

About the authors

Simamkele Hagile

Walter Sisulu University

Email: hagilesimamkele@gmail.com
ORCID iD: 0009-0008-7141-1460

master’s student, Department of Business Management and Economics, Faculty of Economic and Financial Sciences.

South Africa, Mthatha, Eastern Cape, South Africa.

Ifeanyi Mbukanma

Walter Sisulu University

Email: imbukanma@wsu.ac.za
ORCID iD: 0000-0002-3037-8835

PhD (Business management),
Senior Lecturer of Department of Business Management and Economics,
Faculty of Economic and Financial Sciences. 

South Africa, Mthatha, Eastern Cape, South Africa.

Pezile Scina

Walter Sisulu University

Author for correspondence.
Email: phezilescina@gmail.com
ORCID iD: 0000-0002-8987-4083

PhD student, Research Assistant
of Department of Business Management and Economics,
Faculty of Economic and Financial Sciences

South Africa, Mthatha, Eastern Cape, South Africa.

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