الفهرس 
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Abstract
Smart Technology significantly impacts fashion marketing. Many retailers aim to constantly improve their presence throughout all channels by using new online technologies. The aim of this research is to explore customers’ perceptions using interactive videos in fashion marketing. The interpretivism philosophy underpins the research. The data was collected using an online questionnaire sent to 98 customers in Egypt. The findings reveal that most participants believe that interactive videos are useful, easy, fast, and save time and effort, implying interactive videos’ significance in fashion marketing. Analysing the problems faced by the customers while purchasing online, the findings show that most of them have issues with sizes, colours and material quality. This study is among very few studies exploring interactive videos in fashion marketing in Egypt. The study expands academic knowledge in the use of technology in fashion marketing. It could also be helpful to businesses in the fashion industry because it helps fashion marketers to gain knowledge of customers’ online experience, including the issues they face when shopping online. This could help marketers and business leaders develop meaningful interventions to enhance customers’ experience while shopping online with interactive videos.