Eureka! Institutional Repository

Today, consumers are the receptors of a vast number of commercials, created by brands that want to promote their products or services. This large number of messages, along with the rapid changes in technology, lead to new methods in terms of consumer approaching. Marketing and advertising are both means that help the immediate spread of information. Advertising has its own set of techniques when it comes to consumer appeal, whether we talk about traditional or new media promotion, as ads are structured in a way that they can attract the consumer and affect its behavior. In addition, the internet provides a whole new series of promotion tools and practices. When it comes to clothing fashion industry, a large number of new businesses choose digital promotion (and especially social media presence and Google AdWords) as means of promotion. The research team's analysis and results, shows an obvious trend of consumer influence by digital advertising, at times even on a subconscious level, as they proceed to online buys while they're stating that this new form of promotion affects all the other consumers but them.