The Effect of Personalized Social Media Advertisement on Purchase Intention

Ing. Bengisu Uzun

Master's thesis

Abstract:

Personalized social media marketing is becoming popular in recent years. However, the effectiveness of such initiatives and the path they lead to customers' purchases remains an open question. Therefore, this study investigates the effect of Instagram's personalized social media advertisements on users' purchase intentions. The study uses a quantitative research design with a survey questionnaire to collect data from Instagram users. The Technology Acceptance Model (TAM) is partially adapted to the research model of this study. The result of the study provides clear evidence that personalized advertisements significantly affect Instagram users' intentions to make purchases, although it finds that perceived usefulness does not mediate this relationship, and demographic fac-tors such as age and gender do not significantly moderate it. Nevertheless, the results of the study underscore the crucial role of personalization in modern marketing strategies and offer significant theoretical and practical implications.

Abstract:

Personalized social media marketing is becoming popular in recent years. However, the effectiveness of such initiatives and the path they lead to customers' purchases remains an open question. Therefore, this study investigates the effect of Instagram's personalized social media advertisements on users' purchase intentions. The study uses a quantitative research design with a survey questionnaire to collect data from Instagram users. The Technology Acceptance Model (TAM) is partially adapted to the research model of this study. The result of the study provides clear evidence that personalized advertisements significantly affect Instagram users' intentions to make purchases, although it finds that perceived usefulness does not mediate this relationship, and demographic fac-tors such as age and gender do not significantly moderate it. Nevertheless, the results of the study underscore the crucial role of personalization in modern marketing strategies and offer significant theoretical and practical implications.

Keywords

“social media”, “social media advertisement”, “personalized social media advertisement”, “personalization”, “perceived usefulness”, “purchase intention”

Language used: English

Date on which the thesis was submitted / produced: 11. 5. 2024

Thesis defence

• Date of defence: 20. 6. 2024
• Supervisor: doc. Ahad Zareravasan, PhD
• Reader: Ph.D. Prateek Kalia

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management