Impact of online shopping advertising on customer trust and loyalty during festival sales

Abstract The viewpoint of online shopping is increasing in India because of several factors such as increased Internet knowledge, perceived efficacy, ease of use, increased number of working women, entry from the worldwide and local partakers, and the increased prominence of online companies. The purpose of this study is to find the customers trust and loyalty on online shopping during festival sales in India where various factors have been discussed. Descriptive research was used in this study using structured questionnaires to collect data from the respondents. The survey was carried out online using Goggle forms due to the ongoing pandemic. Regression analysis was used for testing of hypothesis. The results showed that there is a strong relationship between advertising and trust & loyalty during online shopping festival sales and advertising is a major boost online platforms sales during festival sales. The study in particular focuses on festival sales of online shopping in India where it’s limited to a defined period of online shopping, also increased number of respondents would give a broader outcome of the study. Online shopping festival sales has been growing at a rapid pace in India, focus of this study was on trust and loyalty as a prime factor. Though various aspects of festival sales in online shopping have been studied the effect of advertising This research was conducted at VIT University as part of my Research Program. driving these sales and its impact on customer trust and loyalty has been the first of its kind to be tested.