Abstract:
The study assessed the challenges of digital marketing in fashion industry. The
descriptive research design was used. This study adopted a quantitative research
method. The population for the study was three hundred and sixty nine (369) fashion
designers in the Bolgatanga Municipal of Upper East Region of Ghana. Stratified
sampling techniques was used to select 186 participants for the study. A
Questionnaire was administered to the participants to gather primary data. Facebook,
Whatsapp, and YouTube were identified to be the first three platforms the respondent
used as a marketing tool. Inadequate technological infrastructure to support the
integration of ICTs, Insufficient funding for fashion designers to acquire modern ICT,
and others were identified to be the challenges faced by fashion designers in
Bolgantaga. It was recommended that, financial institutions in the country should
provide flexible loans to fashion designers to acquire ICT materials to market their
products on-line. And also fashion designers themselves need to be pro-active and
confident with the technology
Description:
A Thesis in the Department of FASHION DESIGN AND TEXTILES
EDUCATION, Faculty of VOCATIONAL EDUCATION, submitted to the
school of graduate studies in partial fulfilment
of the requirements for the award of the Degree of
Master of technology
(Fashion Design and Textiles)
in the University of Education, Winneba
