Brand loyalty in the age of digital disruption : Jewellery industry

Advertising plays a vital role in today’s competitive marketplace, influencing consumer behavior and shaping decisions, often without conscious awareness. As competition intensifies, businesses increasingly invest in advertising to maintain visibility and relevance. It serves as an essential tool for brands to enhance awareness of their products and services. This study examines the impact of advertising on consumer purchasing decisions within the jewellery industry. A survey of 300 individuals, all financially capable of purchasing jewellery, explores various factors influencing their decisions. Data analysis uses the Structural Equation Modeling (SEM) technique. The research investigates elements such as brand trust, perceived quality, emotional connection, and satisfaction, which shape consumer choices. Additionally, it evaluates the influence of e-commerce experience, social media engagement, product customization, and omnichannel experience on purchasing behavior. The study also considers the effects of user reviews, ratings, and influencer endorsements as critical factors in decision-making. By analyzing these diverse factors, the study provides a comprehensive understanding of how advertising impacts consumer behavior in the jewellery market. The findings offer valuable insights for brands aiming to optimize their advertising strategies to effectively connect with consumers and drive purchasing decisions.