Evaluation of Digital Marketing Strategy Adoption Among Fashion Retailers in Aba, Abia State, South East Nigeria

Digital marketing tools have transformed the competitive landscape for small and medium retail businesses, and understanding the adoption patterns and effectiveness perceptions among fashion retailers in Aba, Abia State's commercial capital, provides insights into digital economy participation in South East Nigeria. This study evaluates digital marketing strategy adoption among fashion retailers in Aba, Abia State. A cross-sectional descriptive survey was applied to 240 fashion business owners and operators from the Ariaria and Cemetery Road market clusters, selected through stratified sampling. Questionnaire items assessed adoption of digital platforms (Instagram, Facebook Shop, WhatsApp Business, Jumia vendor registration, TikTok), content creation practices, advertising spend, and perceived business impact (customer reach, revenue change, brand visibility). Descriptive statistics and regression analysis were computed in SPSS. Available digital marketing literature from South East Nigeria identifies Instagram and WhatsApp Business as the platforms delivering highest perceived return on investment for fashion SMEs in Aba, while formal e-commerce marketplace adoption through Jumia and Konga remains below 30 percent. The Diffusion of Innovations Theory and the Social Commerce Framework provide the theoretical reference. Findings indicate that retailers who used three or more digital platforms simultaneously reported 47 percent higher monthly customer reach than single-platform users. Recommendations address digital marketing skills workshops through the Abia State SME Development Agency and subsidised internet data plans for micro-business digital marketing. Keywords: digital marketing, fashion retailers, Aba, Abia State, South East Nigeria.