The Roles of Chatbots and Sustainability in The Marketing of Fashion Brands

Olajumoke, Taiwo, Rezaei, Sajad ORCID: https://orcid.org/0000-0001-7942-0611 and Ayertey, S. (2025) The Roles of Chatbots and Sustainability in The Marketing of Fashion Brands. Interdisciplinary Journal of Economics and Business Law, 14. pp. 74-98. ISSN 2047-8747 (Print) 2047-8755 (Online)

Abstract

This research presents an empirical enquiry into the roles of chatbots in the marketing of fashion brands and how this strategy may improve sales and contribute to a company’s digital marketing strategies. The study explores artificial intelligence-powered chatbots as a communications interface between fashion brands and consumers on digital platforms. This study also addresses the impacts and the roles of sustainability concepts in the marketing of fashion brands. The present study advances the horizon of knowledge and understanding on the roles of chatbots in the marketing of fashion brands, the significance of chatbots in building relationships with customers, the roles of chatbots to establish interactions and communications with customers, and act as interface platform to disseminate information to customers about fashion brands and sustainability. It thereby enables practitioners to understand and acknowledge the roles of chatbots in the marketing of fashion brands and to further develop more related tools that can contribute to the development of innovative digital marketing strategies that can advance product sales and strategic marketing communications to promote, advertise, and persuade customers during their purchase decision-making process.

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