ИСТИНА

This study looks at the potential of digital marketing activities for Russia’s local clothing brands in order to define the most efficient tools to be used in their digital marketing strategies. To attain the purpose of the research, a series of half-structured interviews and an online survey were conducted. The results of the survey were analyzed using exploratory, confirmatory factor analysis and structural equation modelling. Local brands' social media account characteristics as well as collaborations proved to have a significant positive influence on the brand trust, that in turn was a factor predicting brand intimacy. Brand intimacy had positive significant impact on clothing purchase intention. Collaborations were the only factor influencing brand trust, intimacy and purchase intention.