Exploring the anteceding impact of personalised social media advertising on online impulse buying tendency

Abstract

Online impulse buying is a critical factor that can result in desired outcomes for online retailers and advertisers. Personalisation is progressively being used in marketing practices on social media. However, largely unexplored is the potential relationship between personalisation and online impulse buying tendency on social media. This study provides insights about the significance of personalisation on social media as an antecedent of customers' online impulse tendency, an especially important topic for online retailers. Specifically, this study develops and tests a conceptual model using different factors to determine the predictive power of perceived personalisation of social media ads on online impulse buying tendency. A noteworthy finding from the survey was the positive influence of perceived personalisation of social media ads on perceived relevance, which subsequently predicted customers' online impulse buying tendency. Results also indicate the impact of perceived personalisation on perceptions of value, relevance and novelty of social media ads. Theoretical and practical implications are discussed.

Impact of Personalized Social Media Advertising on Online Impulse Buying Behavior

“…Because according to the industry reports, the students of colleges and universities were most active on social media. They have groups for mutual discussion, and they are more involved in online selling and buying (Dodoo, 2019). The Students from different universities across Pakistan, mainly from Rawalpindi, Faisalabad, and Islamabad, are participating in the survey.…”

Investigating users’ experience on social media ads: perceptions of young users

“…Personalized advertising (PA), sometimes known as one-to-one advertising or interest-based advertising, is a powerful strategy that allow providers utilizing the collected data from internet users ( Dodoo, 2019 ). This schema has shown a lot of revenue and attention in recent years.…”

“…Therefore, many researchers have tried to study PA content relevance in the literature. The authors in ( Dodoo, 2019 ) for example, explained that some retailers benefit from users' information on social media to provide relevant ads to individuals. Contrarily, the study in ( Kelly, 2010 ), discovered that one of the main reasons to avoid advertisements in social media is the lack of relevance.…”

“…However, most research stood in the line of the existence of relevance on social media advertisements. For instance, Dodoo and Wu ( Dodoo, 2019 ), investigates how relevance advertising influences users to affect their impulse buying, which is the way of buying without planning in advance. They also study the anteceding association between perceptions and impulse buying tendency.…”

Shopping Lifestyle as Mediating Between Hedonic Shopping on Impulse Buying Online at Marketplace

“…The value of impulsive spending is increasing in line with economic progress and people's lifestyles. In line with that, many studies have looked at the factors driving impulsive consumer shopping behavior (Dodoo & Wu, 2019). According to (Stieler & Germelmann, 2016), impulse buying behavior is influenced by hedonic shopping value.…”