IMPACT OF PERCEIVED PERSONALIZATION ON BRAND LOYALTY AND PERCEIVED QUALITY

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.