Impact of AI-Driven Personalized Social Media Advertising on FMCGs Purchase Intention
DOI:
https://doi.org/10.69980/982e4w96Keywords:
Artificial Intelligence, Personalized Advertising, Social Media Marketing, FMCG, Purchase IntentionAbstract
This study examines the impact of AI-driven personalized social media advertising on purchase intention toward fast-moving consumer goods (FMCG). With the increasing integration of artificial intelligence into digital marketing practices, personalized advertising has emerged as a strategic tool for influencing consumer behavior in highly competitive online environments. The research adopts a descriptive and analytical research design to explore how AI-enabled personalization affects consumers’ perceptions of advertisement relevance, engagement, trust, brand awareness, and their subsequent intention to purchase FMCG products. Primary data were collected from 155 social media users through a structured questionnaire administered online. The collected data were analyzed using percentage analysis, descriptive statistics, and the Chi-square test to examine associations between key variables. The findings reveal that AI-driven personalized social media advertisements are perceived as highly relevant and engaging, significantly enhancing brand awareness and positively influencing purchase intention. The results further indicate a meaningful association between exposure to personalized advertisements and consumers’ intention to purchase FMCG products, highlighting the behavioral impact of AI-enabled marketing strategies. The study also emphasizes the importance of ethical and transparent use of consumer data, as trust plays a crucial role in determining the effectiveness and sustainability of AI-driven advertising practices. From an entrepreneurial perspective, the findings suggest that AI-driven personalization offers a cost-effective and scalable marketing approach for FMCG firms and small and medium enterprises to optimize marketing resources and strengthen consumer relationships. Overall, the study contributes empirical insights into the role of AI-driven personalized social media advertising in shaping consumer purchase intention and supports its relevance for sustainable and responsible digital marketing practices.
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