| Abstract [eng] |
THE INFLUENCE OF PERSONALIZED CONTENT DISPLAY ADVERTISING ON USER PURCHASE INTENTIONS Supervisor: Gintarė Gulevičiūtė Master’s thesis was prepared in Vilnius, in 2025 Scope of Master’s thesis – 74 pages. Number of tables used in the FMT – 18 pcs. Number of bibliography and references – 122 pcs. Personalized advertising is one of the critical strategies of brands that want to gain attention and retain consumers in the current competitive digital world. The accelerated adoption of online activities and the rise in reliance on digital platforms have prompted enterprises to spend a lot of money on display advertising, which is targeted to reach people according to their own likes and dislikes and their browsing history. With the constant exposure of users to personalized advertisements, the way various characteristics of the advertisements affect the decision-making process of users has become an important study among marketers. Here, purchase intention is the center of revenue and competitiveness in an organization. Companies which manage to develop advertisements which suit the needs and trust expectation and interests of consumers can greatly impact the marketing results and beat competition. The primary goal of this research paper was to examine how 4 key individualised advertising variables, Content Relevance, Perceived personalisation, Perceived Trust and Perceived intrusiveness influence user Purchase Intention. The study conceptualized these factors based on the framework of Stimulus-Organism-Response (SOR) in which external stimuli are known to trigger internal responses of cognitive and emotional processes, which eventually influence consumer behavior intentions. In order to test these relationships, structured online survey was conducted on 150 active internet users who are knowledgeable about online advertisement. To test the hypotheses proposed, reliability testing and regression analysis based on the SPSS software were used to analyze the collected data. 2 The results of this survey indicated that personalized advertising has a positive impact on the purchase intention in case users feel that advertising is relevant, personalized, and credible. These findings affirm that the relevance of the content in increasing the interest of the users is essential since consumers tend to react more favorably to the advertisements that are relevant to their needs or their interests in browsing. Furthermore, personalization reinforces the relationship between users and brands since it makes users feel that they are being targeted and understood correctly. Trust also proved to be a major consideration as it proved that consumers are more ready to continue with the purchases as they consider the advertisements credible and honest. Remarkably, perceived intrusiveness did not have significant effect on purchase intention that means irritation due to commercials may not influence users to buy products when the perceived value and relevance of message is high. In general, this study gives valuable insights in terms of digital marketing strategies because the relevance, credibility, and personalization of advertisements are highlighted as important factors in the content of the advertisement. The results emphasize the need of companies - especially the small and medium-sized online companies - to focus on consumer-oriented methods in their advertisement campaigns to establish trust and enhance their purchasing decisions. Through better personalization technologies and ethical communication, the brands will be able to connect with audiences successfully and improve their competitiveness in the digital market. |
