Impact of Advertising in Creating Brand Equity with Reference to E-Tailers

Abstract

As India embraces digitisation, the number of its residents who are comfortable using the internet has grown, creating a fertile environment for the expansion of e-commerce. These webizens are gradually moving away from traditional retail outlets and toward the virtual ones. The rise of services like home delivery and fast returns has contributed greatly to this transition. Since e-commerce is becoming increasingly popular, more and more Indian businesses are entering this industry. As more and more businesses enter the e-commerce space, shoppers have a plethora of options to choose from. The online shopper has the final say in the store they do business with. The content of various e-commerce companies’ websites greatly influences the sites that consumers choose to shop from. Moreover, the rise of digitalisation has proven once again that content is king when it comes to establishing rapport with consumers. There is a greater impact on purchasing decisions when online shopping is supported by factors such as convenience, durability, low perceived risk and a high-quality product’s features and attributes. For marketers, understanding the factors that shape consumers’ decisions requires an understanding of customer behaviour. Thus, innovations in e-commerce and its business model can be liable for change in the purchasing behaviour. Let us examine the results of e-commerce on online purchasing in this article. The purpose of this research is to examine the role of advertising in the development of brands among online merchants.