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. 18–21B. 22–25C. 26–29

2. Gender (optional)

A. FemaleB. MaleC. Prefer not to say

3. Current residence

A. United KingdomB. Other

4. Have you engaged with UK fashion brands on social media in the past 12 months?

A. YesB. No

5. How often do you watch fashion content on social media?

A. Every dayB. A few times a weekC. Once a weekD. Rarely

6. Which platforms do you use most for fashion? (You may choose more than one)

A. TikTokB. InstagramC. SnapchatD. YouTubeE. Other

7. How often do you interact with fashion brand posts?

A. Every time I see themB. OftenC. SometimesD. RarelyE. Never

8. Which type of digital marketing do you prefer most?

A. Short videos (Reels, TikTok)B. Live streamsC. Influencer postsD. Interactive content (polls, quizzes)E. Sustainability information

9. What makes you lose interest in a brand online?

A. Too many advertisementsB. Inauthentic contentC. Lack of interactionD. Unclear valuesE. Other

10. Who do you trust most for fashion recommendations?

A. Micro-influencersB. CelebritiesC. FriendsD. Brand official accountsE. No one

11. How do you feel about sponsored influencer posts?

A. TrustworthyB. NeutralC. Not trustworthyD. Annoying

12. What matters most to you about a fashion brand?

A. AuthenticityB. SustainabilityC. PriceD. StyleE. Popularity

13. Can you recognise greenwashing (false sustainability claims)?

A. Yes, easilyB. SometimesC. RarelyD. No

14. What do you do when you like a brand online?

A. Like and share postsB. Follow the accountC. Join community activitiesD. Visit the websiteE. All of the above

15. How likely are you to unfollow a brand?

A. Very likelyB. LikelyC. NeutralD. UnlikelyE. Very unlikely

16. How likely are you to buy from the same brand again?

A. Very likelyB. LikelyC. NeutralD. UnlikelyE. Very unlikely

17. Would you recommend your favourite brands to friends?

A. Definitely yesB. Probably yesC. Not sureD. Probably noE. 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?

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