Title: The Influence of Personalization in Online Advertising on Consumer Purchase Intention
Authors: Aries V. Mercado, Jhody Clarence T. Sigua, Dianne R. Simbulan, Michael B. Soliman, Alan Y. Cabaluna, Christine J. Concepcion
Volume: 9
Issue: 6
Pages: 101-107
Publication Date: 2025/06/28
Abstract:
This study examines how personalization in online advertising influences consumer purchase intentions. It specifically investigates the relationship between perceived relevance, hedonic motivation, interactivity, and informativeness in affecting consumer purchase intention. While much study has been undertaken on tailored advertising, few studies have focused on its impact on smaller communities such as Santa Ana, Pampanga. Understanding these localized effects is critical for developing more focused digital marketing strategies. A quantitative research technique was taken in order to fill this gap. 382 residents of Santa Ana, Pampanga, who were chosen using the Raosoft formula, participated in surveys. By its four dimensions-perceived relevance, hedonic motivation, interactivity, and informativeness-the research evaluated the effect of personalized online advertising. The information was analyzed by descriptive and inferential statistical methods, including regression analysis, Likert scales, and weighted means. The findings indicated that personalization in online advertising significantly influences consumer purchase intention. Perceived relevance, hedonic motivation, interactivity, and informativeness were among the sub-variables that were found to have a significant influence on consumer purchase intention.