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    Exploring the role of digital marketing & its strategies for clothing industry (A case of Turkey and the Middle East)
    (İstanbul Gedik Üniversitesi, 2021) Saleh, Heba Alsheikh; Erkasap, Ahmet
    This study aimed to enrich the literature and fill the gap of prior associated studies which seek to analyze the digital marketing strategies that are usually implemented by the clothing or garments companies. This study analyzed the regional perspective adopted by the clothing companies for long period in term of digital marketing strategy when they come to handle the marketing of the companies. The study has guided and answered the research questions mentioned in the beginning chapter regarding the digital marketing strategy. Descriptive and causal research designs were used this study. The target population was of 772 staff in different managerial and non-managerial levels at the operational professions. This population was chosen since the people have day to day contact with one or more of the digital marketing strategic tools and can observe its impact on the performance and marketing effectiveness indicators identified. Stratified proportionate random sampling technique was used to select the sample. Stratification aimed to reduce standard error by providing some control over variance. Accordingly, respondents comprising of 264 were selected from the two stratums with 89 from managerial positions and 175 from non-managerial professionals. The researcher used primary data for this study and collected using questionnaires. The quantitative data in this research was analysed by descriptive statistics using statistical package for social sciences (SPPS) says Patil, S., & Mankar, A. (2016). Descriptive statistics includes mean, frequency, standard deviation and percentages to profile sample characteristics and major patterns emerging from the data. A multivariate regression model was applied to determine the relative importance of each of the four variables with respect to customer loyalty and satisfaction of the banks.