Abstract
Personalization is used for marketing in social media by marketers and advertisers. So there is a great need to explore this phenomenon of personalization and online impulse buying behavior. This study examines the impact of personalized advertisement and its effects on online impulse buying behavior. This study is significant for online retailers and marketers. In this study, we developed a conceptual model. We then tested it while using different factors to know the power and impact of personalized advertisement on online impulse buying behavior through social media. We see perceived novelty and perceived relevance and online payment facility as mediators between personalized advertisement and online impulse buying behavior and privacy concerns as a moderator between payment facility and online impulse buying behavior. Developed a survey and filled it with 250 participants, then performed an analysis of correlation and regression; ten of the hypotheses of this study are supported by the finding of the results. And at the last chapter discussed the results and practical implications, and conclusion of the study.
Highlights
Online Impulse buying is unplanned and immediate buying behavior that takes place either in Online stores or on Social Media, or on different E-commerce websites to fulfill the specific needs or wants of a buyer or a consumer (Leong, Jaafar, & Ainin, 2018; Li, 2009)
This study explores the impact of personalized social media advertising on online impulse buying behavior, and we see perceived relevance, novelty, and online payment facility as a mediator
We develop hypothesis no 11 on privacy concerns that Privacy concerns negatively impact the relation of Payment facility and online impulse buying behavior
Summary
Online Impulse buying is unplanned and immediate buying behavior that takes place either in Online stores or on Social Media, or on different E-commerce websites to fulfill the specific needs or wants of a buyer or a consumer (Leong, Jaafar, & Ainin, 2018; Li, 2009). This impulse buying factor seems more in the young generation from 19 to 39 years old; the tendency of impulse buying is more in this age category. That factor makes them more interested in online impulse buying behavior (Bellenger, Robertson, & Hirschman, 1978; Rawlings, Boldero, Wiseman, & differences, 1995)
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