the study of Impact of Personalization of Advertisements on Online Users Shopping in Modern Society (Case Study : Instagram Social Network)

Document Type : Original Article

Authors

1 Department of Marketing Management,, Qom Branch,Islamic Azad University, Qom, Iran

2 Department of Management.Tehran Branch, Payam-e- Noor University, Tehran, Iran

3 Department of Marketing Management,. Qom Branch.Islamic Azad University, Qom, Iran

Abstract

Today, the development of mobile and smartphones technologies has increased popularity of social networks and also the importance of examining htat how users' purchases are formed in social networks. The purpose of this study is to investigate the effect of advertising personalization on online shopping of users and especially users of Instagram. the conceptual model was formed by using the Delphi technique, and the structural equation method was used to analyze the relationships. the questionnaire distributes among a statistical sample of 384 Instagram users. The results show that the ethical personalization of advertising is positively related to awareness, credibility, creativity, entertainment, social value and trust. Awareness, credibility, creativity, entertainment, and social value are positively related to Flow experience and the value of advertising. The value of advertising, Flow experience and trust are influential components on online shopping.Personalization of advertisements can be defined as content adjustment based on the characteristics and needs of people, and the most obvious feature is the recommendation of services, because understanding user information and producing appropriate services can predict the user's goal. Active personalization may allow users to have a more integrated experience and smart services have a positive impact and better results for users.

Keywords

Political Sociology of Iran
Volume 5, Issue 6
August 2022
Pages 138-157

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