Аннотация:
Abstract of The role of IT in traditional advertising: How Brands drive Customer
Loyalty to Online Shopping through Digital Marketing, by Ainel Kushurova, ISE KAZGUU
University, May (2022).
This study investigated the factors that influence customer loyalty to online shopping
and the promotion of products and services through digital marketing. Using the current
market in Kazakhstan as an example, the readiness of businesses to provide online services
was determined. Qualitative and quantitative analyses were conducted to obtain truthful
results. Qualitative analysis was carried out by means of in-depth interviews with experts in
the field of Digital Marketing. Quantitative analysis was carried out among online shopping
users, by means of a survey. The main factors of satisfaction are perceived value and
reliability of performance, while the main determinants of trust are performance and security.
The results of the study should help brands to deepen their knowledge about customer
decision-making in the context of online shopping
