An Assessment Of Impact Of Perceived Credibility Of Digital Advertising On Purchase Intention And Brand Loyalty

Abstract

Thus, the current research aims to explore the role of credibility of digital advertising on the purchase behaviour and brand attitude of consumers in the automobile industry of Jaipur, India. In the current study, the research selects 300 respondents from different retail stores and uses a quantitative method to assess the correlation between credibility, purchase intention, and brand loyalty. The results show that perceived credibility has a positive relationship with purchase intention and brand loyalty, and thus perceived credibility is higher. The current research makes a theoretical contribution by supporting the role of perceived credibility in consumer behaviour and by underlining the need for a contingency approach to credibly advertise in digital environments. Areas for future research consist in identifying the effects across the different types of digital media, product categories, and consumer groups, and studying the influence of new technologies and cultural differences.