The role of IT in traditional advertising: How Brands drive Customer Loyalty to Online Shopping through Digital Marketing

Abstract

Abstract of The role of IT in traditional advertising: How Brands drive Customer Loyalty to Online Shopping through Digital Marketing, by Ainel Kushurova, ISE KAZGUU University, May (2022). This study investigated the factors that influence customer loyalty to online shopping and the promotion of products and services through digital marketing. Using the current market in Kazakhstan as an example, the readiness of businesses to provide online services was determined. Qualitative and quantitative analyses were conducted to obtain truthful results. Qualitative analysis was carried out by means of in-depth interviews with experts in the field of Digital Marketing. Quantitative analysis was carried out among online shopping users, by means of a survey. The main factors of satisfaction are perceived value and reliability of performance, while the main determinants of trust are performance and security. The results of the study should help brands to deepen their knowledge about customer decision-making in the context of online shopping