The Impact of Personalized Advertising on Consumer Purchase Decisions with Brand Trust as a Mediator Toward Sustainable Development Goals (SDGs)

DOI

10.2991/978-2-38476-303-0_42How to use a DOI?

Keywords

Personalized_advertising; brand_trust; purchase_decisions; SDGs

Abstract

Advertisement personalization refers to the practice of customizing advertising content and messaging to individual consumers based on their preferences, behaviors, demographics, and other personal data. Numerous businesses use personalized advertising to highlight their initiatives and products that contribute to the achievement of the SDGs. Products that are environmentally friendly or that support social justice can be promoted specifically to consumers who are more likely to buy products with positive social and environmental added value. This study aims to determine the effect of personal relevance, advertisement irritation, and personal worry, as a dimension of advertisement personalization on brand trust and purchase decisions, and the role of brand trust as mediating personalized advertising on purchase decisions toward SDGs. The setting is consumers who bought fashion products on the Shopee marketplace, with a total of 145 respondents. The data analysis used descriptive statistical analysis and structural equation modelling with the AMOS program. The results show that personal relevance positively and significantly affected brand trust and purchase decisions. In contrast, personal irritation and worry did not affect brand trust and purchase decisions. Brand trust affected purchase decisions significantly. In addition, brand trust could mediate the effect of personal relevance on purchase decisions; however, it could not mediate the effect of personal irritation and worry on purchase decisions toward SDGs.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Penny Rahmawaty
AU  - Sunarta Sunarta
AU  - Barida Rakhma Nuranti
PY  - 2024
DA  - 2024/12/11
TI  - The Impact of Personalized Advertising on Consumer Purchase Decisions with Brand Trust as a Mediator Toward Sustainable Development Goals (SDGs)
BT  - Proceedings of the 4th International Conference on Social Sciences and Law (ICSSL 2024)
PB  - Atlantis Press
SP  - 426
EP  - 442
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-303-0_42
DO  - 10.2991/978-2-38476-303-0_42
ID  - Rahmawaty2024
ER  -