Aiman Abbasi

 Title: “Exploring the Impact of digital marketing on consumer engagement of ASOS Plc” Research proposal Artificial intelligence (AI) Form of Declaration Contents Introduction3 Statement of problem4 Research question4 Aims and Research objectives4 Research Rationale5 Summary of Literature Review5 Evolution of digital marketing5 Digital marketing techniques and strategic frameworks5 Role of digital marketing dynamics6 Evaluating consumer engagement6 Consumer engagement strategies6 User generated content6 References7 1. Introduction The rapid innovation in digital technologies has transformed dynamics of digital marketing changing from traditional methods to more engaging, analytics based and customized strategies. Amid this transformation, digital marketing endeavors have surfaced as crucial aspect for brands to establish connect with consumers, influence them and ensure their retention (Dolega et al., 2021). In fashion sector digital platforms have arisen as impactful channels to stimulate consumer engagement. ASOS PLC, a leading worldwide fashion online retailer providing diverse range of clothing, accessories as well as beauty products in UK ASOS PLC, has placed itself as pioneer in digital transformation (Ziginov, 2021). Its marketing strategy employs retargeting advertisement, customized content, social media influencers and consumer generated content to grab the attention of customers. Customer engagement extend beyond purchases (Babin and Harris, 2023) it entails shares, comments, brand engagement and shared content. The digital transformation has encouraged retailers to reassess their marketing strategies to ensure long term engagement. This research seeks to analyze digital marketing endeavors and strategies leveraged by ASOS and examine impacts of digital marketing on consumers’ engagement. 2. Statement of problem With integration of digital technology in fashion industry landscape, consumer engagement is not only shaped by quality of product but it is greatly driven by fact how brand successfully engage consumers through online platforms (Thilina, 2021). ASOS as digital first brand, face challenges of maintaining authentic, effective and meaningful engagement in crowded digital environment. While ASOS utilizes various digital marketing approaches from influencer partnership to customized marketing but it remain unclear how these strategies impact consumer interaction. The company is prioritizing digital marketing (Parker and Alexander, 2022) by investing in endeavors to optimize consumer interaction But there is limited understanding of digital strategies leveraged by ASOS that successfully engaged consumers and drive sustained interaction with customers by ensuring alignment with their evolving expectations. Thus, this study attempts to evaluate digital marketing strategies impact on consumer interaction within ASOS, highlighting most effective platforms to cultivate strong engagement of brand with consumers. 3. Research question 1. In What ways digital marketing strategies of ASOS impact consumer engagement across various digital platform? 2. Which form of digital marketing strategies proved effective in boosting consumer engagement with brand? 3. How ASOS digital marketing content is perceived by consumers across different platforms? 4. Aims and Research objectives This study seeks to critically assess strategies of digital marketing adopted by ASOS to underscore impacts on these strategies on consumer brand engagement. • To explore digital marketing strategies employed by ASOS across multiple platforms • To evaluate the implication of marketing strategies on level of customer interaction covering brand engagement, emotional resonance and buying intention • To analyze perception of consumers and their experiences with digital content of ASOS to recognize aspects that boost or slow down brand engagement. 5. Research Rationale With rising importance of digital interactions fashion industry is undergoing crucial change driven by digital transformation altering consumer brand engagement (Demyen, 2024). The rationale behind this study stems from need to gain insights into shifting dynamics between online marketing strategies as well as impacts of these strategies on engagement of consumers such as emotional bond, buying intentions to purchasing decisions and brand loyalty in competition driven online marketplace. While previous conducted studies examined the interplay between digital advertising as well as behavior of consumers (Chaffey and smith, 2022) great number of studies provide holistic perspective without delving into details of particular brand or industry specific analysis (Vrontis et al., 2021) as studies shed light on general role of marketing and consumer journey lack application in fashion online retail focusing engagement the current study attempts to fill the gap by emphasizing digital marketing landscape of ASOS to critically analyze strategies leveraged by brand to impact diverse facets of consumer engagement on digital platforms. This study will not only comprehend strategies employed by ASOS but also help to underscore in what ways and why these strategies drive meaningful consumers’ interaction. 6. Summary of Literature Review 6.1 Evolution of digital marketing: The study by (Faruk et al., 2021) pinpoint evolution of digital marketing through different touch points of consumers focusing the significance of customized messaging, Omni channel approach. This study highlight expectation of modern consumers for smooth engagement across diverse channels and platforms which compel brands to resonate their digital marketing approach with these expectations to offer consistent and customized experiences. 6.2 Digital marketing techniques and strategic frameworks Another study provide digital marketing framework encompassing search engine optimization, email marketing , marketing via social media and pay per click all of these tools offers systematic lens (Krisnanto et al., 2023) to assess the adoption and success of online marketing strategies particularly in engaging varied market segments and boosting conversion rates. 6.3 Role of digital marketing dynamics Additional research throw light on rising power of online marketing by highlighting the vitality of social media marketing and partnership with influencers in facilitating two way exchange of information between customers and brand (Hanlon and Tuten, 2022). Interactive marketing model underscores consumers interaction with brand improved when they feel valued, seen and heard this study posit the fact that brands that successfully use marketing tactics using influencer collaboration, live interaction strengthened their brand positioning. 6.4 Evaluating consumer engagement Consumer engagement is indicated by study as multi-faceted construct as it integrate cognitive process (Lim et al., 2022) (consumers thoughts, their attention level), emotional bond (consumer feelings and sense of attachment) that ultimately leads to brand loyalty and behavioral aspects such as (actions displayed by consumers and decisions to make purchase). This study helped to understand the intricacies of consumer interaction in changing digital marketplace. 6.5 Consumer engagement strategies Another study put forward marketing strategies to keep consumers engaged by focusing significance of developing deeper connections with customers via engaging content and providing interactive experiences (Chueng et al., 2024) this study indicated brands that effectively launched endeavors for social media marketing like personalization, aspects of entertainment, communication, responsiveness and adaption to trendiness successfully encourage consumer engagement. These aspects promote not only consumer - brand interaction but also foster consumer to consumer engagement significantly impacting user engagement patterns as well as online search behaviors. 6.6 User generated content The study highlighted the importance of UGC in online marketing , using authentic content developed by customers to foster confidence, trust and increased interaction (Arora et al., 2025) studies show that number of consumers placed greater value in authenticity of communication exhibited by brand whereas as other consumers consider UGC as powerful and most effective content in consumers buying decisions as brands such as coca cola as well as Starbucks have employed UGC (Gupta and Singh, 2024) effectively to optimize engagement with consumes and boost sales. References Arora, M., Verma, J., and Vashista, A. (2025). 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