Author(s): Lalit Kumar and Monika Bangari
In today's digital world, digital media advertisement is increasingly becoming an important factor in influencing consumer brand preference and brand loyalty. Through digital media platforms such as online review ratings, electronic word of mouth and advertisement information and values, brands are able to create an emotional connection with customers that can ultimately lead to increased brand preference and loyalty. The objective of this research is to determine how ads on digital media (such as online review ratings (ORR), electronic word of mouth (EM), and advertising information and value (AV)) have on brand preference & brand loyalty. This results of research revealed advertising in digital media has a substantial effect on brand preferences as well as their brand loyalty. It was discovered that online review ratings, electronic word of mouth, and the advertisement information and value all had a positive impact on a consumer's preference for a brand, while online review ratings and the advertisement information and value had influence on brand loyalty. According to results of research, it seems that advertising on digital media could be an effective tool for increasing brand preference and brand loyalty. It is suggested that marketers should use digital media advertisement more effectively to attract customers and increase their loyalty.