Analysing the Effect of Personalised Social Media Advertising on Online Impulse Purchases: The Moderating Influence of Privacy Concerns and the Mediating Functions of Perceived Novelty, Relevance, and Ease of Payment

Abstract

Impulsive online shopping is an essential element that provides significant advantages to online advertisers and retailers. Individualisation ought to be the guiding principle behind all social media advertising and marketing campaigns. As a result, we must investigate the connection between personalisation and impulsive purchases made online. Online merchants and marketers can learn a lot from this study, which looks at how personalised ads affect people's propensity to make impulsive purchases. We developed and tested a multi-factor conceptual model to determine the impact of targeted advertising on social media users' propensity to make impulse buys. We find that privacy concerns moderate the relationship between payment facilities and online impulse buying behaviour, and that perceived novelty, perceived relevance, and payment facility mediate the relationship between personalised adverts and online impulse buying activity. Gather data through a survey, analyse it using regression and correlation, and then report your findings. Ten of the study's hypotheses are supported by the findings. In the last chapter, talk about the study's results, their implications for practice, and its conclusion.