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Impact of Personalized Social Media Advertising on Online Impulse Buying Behavior

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  • Huzaifa AslamORCID iD verified by the author (show author details)

    Huzaifa Aslam

    Department of Business Studies, Pakistan Institute of Development Economics, Islamabad, Pakistan, Pakistan

    0000-0002-0932-0583

    Corresponding author

  • Muhammad RashidORCID iD verified by the author (show author details)

    Muhammad Rashid

    Faculty of Management Sciences, International Islamic University, Islamabad, Pakistan, Pakistan

    0000-0002-0799-1826

  • Nouman ChaudharyORCID iD verified by the author (show author details)

    Nouman Chaudhary

    University of Surrey, Guildford, UK, United Kingdom

    0000-0003-2746-6081

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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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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.

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Copyright (c) 2021 Huzaifa Aslam, Muhammad Rashid, Nouman Chaudhary

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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Vol. 1 No. 3 (2021): SEISENSE Business Review View Issue

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2025-122026-11

Article history

  1. ReceivedMay 25, 2021
  2. AcceptedAugust 23, 2021
  3. Published September 6, 2021

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