Authors : Olayinka Rhoda David; Morili B. Amoda; Roseline Efosa Ekhaise; Elizabeth O. Ojo; Nicholas Oseremen, Osime; Chinyere Ebeogu

Volume/Issue : Volume 11 - 2026, Issue 4 - April

Google Scholar : https://tinyurl.com/mnv59c23

Scribd : https://tinyurl.com/k93e5e6c

DOI : https://doi.org/10.38124/ijisrt/26apr1583

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : Online purchase of clothing products is evident with ease, variety and convenience but most consumers experience failed transaction. Having more failed transactions may likely make shopping online for clothing products increasingly difficult. This study examined the influence of e-marketing strategy on consumers’ satisfaction of clothing products among Gen. Z business education students in Public Universities, Southwest Nigeria. A descriptive design of survey type was adopted for the study. The population of this study consisted of 4,805. A sample size of 355 was derived using Krejecie and Morgan sampling formula of a known population. To ensure proportional representation, multistage sampling technique was employed to select participants for the study. Two researcher-developed questionnaires was validated by experts and a reliability coefficient of E-marketing strategy Questionnaire (ESQ) (r = .79) and Consumers’ Satisfaction of clothing products Questionnaire (CSCPQ) (r = .82) was obtained. Regression was used to test the hypotheses. Findings revealed, there were significant influence of affiliate marketing (F (1, 353) = 10.52, p < .05), Influencer marketing (F (1, 353) = 11.35, p < .05) on consumers’ satisfaction. While there is no significant influence of Social media campaigns (F (1, 353) = .84, p > .05) on consumers’ satisfaction. It was concluded that, e-marketing strategy have significant influence on consumers’ satisfaction of clothing products. It is recommended that, affiliate marketers should ensure a user-friendly and fraud-free links for ordering clothing products. Social media platforms should avoid distracting contents and focus more on brand awareness for target audience of clothing products.

Keywords : Clothing Products, Consumers’ Satisfaction, E-Marketing Strategy, Gen-Z, Business Education Students.

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