Published Paper Details:

The purpose of this article is to explain how online advertising affects customer or internet users' preference through the mediation of web shopping. The sample size of this survey is based on two hundred participants in the Ernakulam City. This study collects data by conducting well designed and structured questionnaire. In this study, we used a qualitative data acquisition technique. The results show that online advertising helpful to users' preference of buying and selling of products through web shopping. However, when the web shopping or online shopping is included as a parameter, the correlation between online advertising and customer preference increases. Online advertising is a new advertising tool used by most organizations. This manuscript helps practitioners choose better tools for online promotion and uses a variety of recognition techniques to improve their web shopping. It has been known through this study, which building customer confidence in product quality is a very effective approach in front of business owners, as brand reputation enhances customer satisfaction. This study is unique in that previous studies considered elements of web shopping as parameters and ignored to find a direct relationship between online advertising and customer preference. This study highlights key points that will help emerging researchers critically analyze such aspects in future studies.