A STUDY ON THE INFLUENCE OF ADVERTISING ON THE FORMATION OF ONLINE BRAND EQUITY AMONG EMPLOYED WOMEN, SPECIFICALLY CONCENTRATING ON PRODUCT-BASED E-COMMERCE BUSINESSES IN THE VELLORE REGION.

Abstract

As modern, digitally savvy working women, we have firsthand experience with the substantial influence that advertising has on the development of online brand equity. In this piece, we'll examine how advertising affects working women's perceptions of and loyalty to brands, with an emphasis on product-based e-commerce businesses. Because it reveals the strategies employed by companies to pique the curiosity and earn the confidence of working women in the online marketplace, understanding this influence is essential for both consumers and marketers. Data from a sample size of 140 respondents was subjected to statistical tests, including Pearson's chi-square and linear association, in order to examine the relationship between respondents' use of social media and how e-commerce develops its unique value proposition inside its chosen niche. This study advances our knowledge of the ways in which advertising influences the perceptions and preferences of employed women, enabling marketers to design effective campaigns for this crucial customer base.