THE IMPACT OF DIGITAL ADVERTISING NETWORKS ON CUSTOMERS ENGAGEMENT OF ONLINE FASHION PRODUCTS OUTLETS
Intense competition in the business environment has generated a large reliance of organizations on promotion and digital advertisements through social media platforms because of their important role in shaping the relationship with customers, and accordingly, this study aimed to investigate the impact of digital advertising networks through its sub-variables (You Tube, Facebook, and Instagram and LinkedIn) on customer engagement by sub-variables (perception, emotional attachment, and interaction) of online fashion products. Where the descriptive analytical approach was adopted. Where nine outlets selling fashion products online were approved in the city of Irbid, and the study sample was random, with a total of (400) valid questionnaires. For the purposes of statistical analysis and hypothesis testing, the SPSS program was used. The results indicate that there is a statistical effect at a significant level (α = 0.05) for digital advertising networks through their sub-variables (You Tube, Facebook, Instagram, and LinkedIn) on customer engagement through its sub-variables (perception, emotional attachment, and interaction) for outlets selling fashion products via Internet. Finally, the most important recommendation is to expand the use of digital advertising networks, such as Snap Chat and TikTok due to the technical capabilities of advertising to upload videos and images to effectively engage customers towards fashion products and their brands.
Social Media Network, Customer's Engagement, Fashion Products Online Stores