Impact of Personalized Social Media Advertising on Online Impulse Buying Behavior

Main Article Content

Huzaifa Aslam
https://orcid.org/0000-0002-0932-0583
Muhammad Rashid
https://orcid.org/0000-0002-0799-1826
Nouman Chaudhary
https://orcid.org/0000-0003-2746-6081

Abstract

Personalization is used for marketing in social media by marketers and advertisers. So there is a great need to explore this phenomenon of personalization and online impulse buying behavior. This study examines the impact of personalized advertisement and its effects on online impulse buying behavior. This study is significant for online retailers and marketers. In this study, we developed a conceptual model. We then tested it while using different factors to know the power and impact of personalized advertisement on online impulse buying behavior through social media. We see perceived novelty and perceived relevance and online payment facility as mediators between personalized advertisement and online impulse buying behavior and privacy concerns as a moderator between payment facility and online impulse buying behavior. Developed a survey and filled it with 250 participants, then performed an analysis of correlation and regression; ten of the hypotheses of this study are supported by the finding of the results. And at the last chapter discussed the results and practical implications, and conclusion of the study.

Article Details

How to Cite
Aslam, H., Rashid, M., & Chaudhary, N. (2021). Impact of Personalized Social Media Advertising on Online Impulse Buying Behavior. SEISENSE Business Review, 1(3), 12–25. https://doi.org/10.33215/sbr.v1i3.660
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Articles

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