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Ads personalization: the impact of personalized advertising on consumer attitude toward brands In the Saudi context
Alhamed, Noor
Alhamed, Noor
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Abstract
Purpose – This paper aims to examine the impact of personalized advertising on consumers' attitude by identifying the perceptions of perceived personalization, perceived control, ad avoidance, ad skepticism, ad credibility, and click-through intention in the Saudi context. The digital industry has witnessed a huge surge in targeting and personalizing activities over the past few years. It allows industries to connect with their targeted audience in a more personalized way. However, consumer's attitude is not always positive neither negative toward the personalized advertisements, thus understanding attitudes toward this trend is significantly beneficial to academics and practitioners. Methodology/approach/design – Data were collected using a convenient sample of 148 representative of the behavior of consumers in the Saudi context in which 52.7% of total participants' average hours of using social media ranged between 3 to 7 hours. They were asked to complete a survey based on their perceptions of personalized advertising. Regression analysis, reliability, and ANOVA were used to evaluate the significances among the hypothesized impacts between the relationships. Findings – The results suggest that perceived personalization is negatively related to perceived control, less perceived control is negatively related to click-through intention, while ad credibility is negatively related to ad avoidance.