Abstract:
Purpose
Social media platform is one of the major sources for company to communicate with their
potential and regular customers as more than 70% of Pakistanis use social media frequently.
Personalization of ads through social media is largely unexplored.
Methodology & Design
In this study, a model is build and examines tailored advertising in the evolution of consumer
brand experiences utilizing 429 replies from questionnaire distributed using WhatsApp (a
popular mode of communication in Pakistan). Hypotheses testing was done with the help of
Path Analysis.
Findings
The R-square values for brand attachment (0.396), consumer brand engagement (0.395),
perceived quality (0.252), and brand loyalty (0.517) all indicated a strong correlation
between independent and dependent variables.
Limitations
Our study presents and supports a model of brand perceptions after exposure to personalized
unable to directly compare the impacts of social media social media advertising. We were
personalization vs direct channel customization. To investigate how social media content
make user perception, additional research is required.
Recommendations
Personalization on social media can influence perceived quality, brand loyalty, and brand
engagement. Advertisers may customize Social media platforms messages depending on
gender, geography, shopping history, status, and relationship status. Personalization changes
of Social media platforms-marketed brands, according to the study. Second we
Personalized marketing can help brand managers build client relationships. Personalized ads
boost brand connection by keeping products in consumers' minds. Social media may
promote brands and increase interest in them. This study suggests the motivation (perceived
personalization) and result of brand attachment via social media.
