Digital Marketing Strategies and Gen Z Consumer Engagement in UK Fashion Brands

Consent Information

This is an anonymous academic questionnaire for a Master’s Fashion Management project at the University of Southampton.

• No personal information will be collected.

• All data is used for research purposes only.

• Participation is voluntary and you can stop at any time.

By continuing, you confirm you are aged 18–29 and live in the UK.
*
1. Your age group
A. 18–21
B. 22–25
C. 26–29
*
2. Gender (optional)
A. Female
B. Male
C. Prefer not to say
*
3. Current residence
A. United Kingdom
B. Other
*
4. Have you engaged with UK fashion brands on social media in the past 12 months?
A. Yes
B. No
*
5. How often do you watch fashion content on social media?
A. Every day
B. A few times a week
C. Once a week
D. Rarely
*
6. Which platforms do you use most for fashion? (You may choose more than one) [Multiple]
A. TikTok
B. Instagram
C. Snapchat
D. YouTube
E. Other
*
7. How often do you interact with fashion brand posts?
A. Every time I see them
B. Often
C. Sometimes
D. Rarely
E. Never
*
8. Which type of digital marketing do you prefer most?
A. Short videos (Reels, TikTok)
B. Live streams
C. Influencer posts
D. Interactive content (polls, quizzes)
E. Sustainability information
*
9. What makes you lose interest in a brand online?
A. Too many advertisements
B. Inauthentic content
C. Lack of interaction
D. Unclear values
E. Other
*
10. Who do you trust most for fashion recommendations?
A. Micro-influencers
B. Celebrities
C. Friends
D. Brand official accounts
E. No one
*
11. How do you feel about sponsored influencer posts?
A. Trustworthy
B. Neutral
C. Not trustworthy
D. Annoying
*
12. What matters most to you about a fashion brand?
A. Authenticity
B. Sustainability
C. Price
D. Style
E. Popularity
*
13. Can you recognise greenwashing (false sustainability claims)?
A. Yes, easily
B. Sometimes
C. Rarely
D. No
*
14. What do you do when you like a brand online?
A. Like and share posts
B. Follow the account
C. Join community activities
D. Visit the website
E. All of the above
*
15. How likely are you to unfollow a brand?
A. Very likely
B. Likely
C. Neutral
D. Unlikely
E. Very unlikely
*
16. How likely are you to buy from the same brand again?
A. Very likely
B. Likely
C. Neutral
D. Unlikely
E. Very unlikely
*
17. Would you recommend your favourite brands to friends?
A. Definitely yes
B. Probably yes
C. Not sure
D. Probably no
E. Definitely no
*
18. What is the best way for a fashion brand to keep Gen Z loyal?
*
19. Any other comments about digital fashion marketing?
Powered By www.wjx.cn
Report