Journal of Advanced Research in Digital Marketing Strategies and Consumer Behavior Analytics

A Study on the Impact of Influencer Marketing on Consumer Purchase Behaviour in Apparel Brands through Instagram

2026-05-16T07:25:13+00:00

The rapid growth of social media platforms has transformed modern marketing practices, leading to the emergence of influencer marketing as an effective promotional strategy for businesses. This study focuses on analysing the impact of influencer marketing on consumer purchase behaviour in apparel and fashion brands through Instagram. The research examines how influencers affect consumer decisions, audience engagement, brand awareness, and marketing effectiveness in the digital era. The study is based on primary research conducted through an interview with a digital account manager working in a digital marketing agency, offering practical advice on influencer marketing strategies and campaign execution.

The findings of the study reveal that Instagram has become one of the most influential platforms for apparel brand promotion due to its visually engaging content, large active audience, and advanced targeting capabilities. Influencers act as a bridge between brands and consumers by promoting products in a relatable and authentic manner, which positively impacts consumer trust and purchase intentions. The research further highlights that influencer marketing offers better audience targeting, higher engagement, and improved customer interaction compared to traditional marketing methods. However, challenges such as fake influencers, artificial engagement, and difficulties in measuring campaign effectiveness remain significant concerns for businesses.

The study concludes that influencer marketing has strong future potential in the apparel and fashion industries because of increased internet usage, growing social media engagement, and evolving consumer behaviour. Proper influencer selection, authentic content creation, and effective campaign management are essential for achieving successful marketing outcomes. Overall, influencer marketing has become a powerful tool for enhancing brand communication, customer engagement, and consumer purchase behaviours in the digital marketplace.

A Study on Customer Relationship Management Practices at Snoop’s Outlet: An Analytical Research on Customer Engagement, Loyalty and Digital CRM Strategies

2026-05-16T07:32:13+00:00

Customer Relationship Management (CRM) has emerged as an essential strategic tool for organizations seeking to build long-term customer loyalty, improve customer satisfaction, and strengthen competitive advantage in the retail sector. This research study focuses on analyzing the CRM practices implemented by Snoop’s Outlet, Chandkheda Branch, Ahmedabad, with special emphasis on customer engagement, personalization, loyalty programs, digital CRM integration, and service quality management. The study is based on primary research conducted through an interview with the CRM Manager of the outlet.

The findings reveal that Snoop’s Outlet emphasizes personalized customer interaction, staff training, loyalty rewards, digital communication platforms, and social media engagement to maintain strong customer relationships. The organization actively utilizes CRM software, billing systems, WhatsApp marketing, Instagram engagement, and customer feedback mechanisms to enhance customer experience and encourage repeat purchases. The study further highlights the importance of emotional branding, customer satisfaction metrics, complaint handling systems, and data-driven decision-making in strengthening long-term customer retention.

The research also identifies how modern retail brands increasingly rely on technology-enabled CRM strategies to differentiate themselves in a highly competitive market. By integrating customer-centric practices with digital platforms, Snoop’s Outlet successfully develops customer trust, brand loyalty, and emotional connection among Gen Z consumers and young professionals. The study concludes that effective CRM practices significantly contribute to organizational growth, customer retention, and sustainable competitive positioning in the retail industry.

Customer Relationship Management Practices and Customer Experience at REDTAPE: A Qualitative Case Study Analysis

2026-05-16T07:36:55+00:00

Customer Relationship Management (CRM) has become an essential strategic approach for retail brands to enhance customer satisfaction, loyalty, and long-term business sustainability. This qualitative case study examines the CRM practices and customer experience strategies adopted by REDTAPE, a prominent fashion and lifestyle retail brand. The study is based on a structured interview conducted with a REDTAPE store representative to understand customer interaction practices, personalisation strategies, complaint handling mechanisms, employee behaviour, digital integration, and customer retention approaches.
The findings reveal that REDTAPE focuses significantly on maintaining long-term customer relationships through personalised services, staff training, quick response systems, customer feedback mechanisms, and integrated online-offline experiences. The study also highlights the importance of customer satisfaction, store ambience, employee coordination, and technological support such as billing systems, QR codes, and websites in strengthening CRM effectiveness. Common challenges identified include service delays, stock-related issues, and occasional billing problems. The organisation attempts to address these issues through immediate problem identification, verification, and resolution processes to maintain customer trust and loyalty.
The study integrates various CRM, retail management, customer satisfaction, and digital marketing concepts supported by academic literature. The research concludes that effective CRM practices positively influence customer loyalty, repeat purchases, brand trust, and word-of-mouth marketing in the retail sector.

Customer Relationship Management Activities in Titan Showroom: A Case Study On Customer Satisfaction, Loyalty And Digital CRM Practices

2026-05-16T07:50:33+00:00

Customer Relationship Management (CRM) has become an essential strategy for organisations to build customer satisfaction, loyalty, and long-term business growth in the retail sector. This study focuses on CRM activities adopted by Titan Company Limited's showroom and examines how customer engagement, after-sales service, digital communication, loyalty practices, and staff behaviour influence customer satisfaction and retention. The research is based on primary data collected through interviews and customer interaction analysis at a Titan showroom located in Gandhinagar. Secondary data has also been referred to from books, journals, articles, and previous studies related to CRM, customer satisfaction, influencer marketing, retail management, and digital marketing practices

The findings reveal that personalised interaction, quality after-sales service, regular promotional communication, discount offers, and trained staff members play a significant role in maintaining long-term customer relationships. The study also identifies that digital CRM tools such as SMS marketing, WhatsApp communication, billing software, and customer feedback systems help improve customer engagement and service quality. However, challenges like crowd management, waiting time during peak hours, and handling window-shopping customers still affect customer experience.

The research concludes that effective CRM practices strengthen brand loyalty and customer retention in the retail watch industry. The study also provides recommendations for improving customer service efficiency and digital engagement strategies.

A Case Study on Customer Relationship Management Practices and Customer Engagement Strategies at Blackberrys Store, Shyamal Ahmedabad

2026-05-16T07:55:52+00:00

This study focuses on analysing the Customer Relationship Management (CRM) practices and customer engagement strategies adopted by Blackberry's Store located at Shyamal, Ahmedabad. The main purpose of the study is to understand how the brand maintains long-term customer relationships, improves customer satisfaction, handles complaints, and develops customer loyalty in the organised retail sector. The research is based on primary data collected through an in-depth interview with the store manager. A qualitative research approach was used for the study. The interview data was transcribed and analysed using thematic analysis with the support of NVivo software to identify major patterns and themes from the responses. The findings of the study revealed important themes such as customer trust and loyalty, repeat business generation through CRM databases, personalised customer interaction, omnichannel retail experience, staff training through the GUEST model, complaint handling practices, and the use of Net Promoter Score (NPS) to measure customer satisfaction. The study also highlighted the importance of maintaining relevant product collections and providing timely service to customers. The implications of the study suggest that effective CRM practices and strong customer engagement strategies play a significant role in improving customer retention, enhancing brand loyalty, and increasing overall business performance in the retail fashion industry.