Abstract
Digital advertising is an increasingly powerful tool influencing consumer behavior, utilizing strategies like targeted advertising, influencer marketing, and personalized content to drive engagement and purchasing decisions. This study examines the effectiveness of these methods in enhancing consumer trust, brand loyalty, and purchase intention, which are pivotal in a saturated digital landscape. Research highlights that personalization fosters a sense of relevance and enhances trust, thereby boosting purchasing intentions (Smith, 2020; Kumar & Gupta, 2021; Lin et al., 2022). Influencer marketing, by leveraging perceived authenticity, has shown to significantly impact brand loyalty and perceived credibility (Evans et al., 2019; Alalwan, 2020). Additionally, targeted ads that reduce intrusiveness and increase relevance have been found to reduce ad fatigue and improve engagement (Park & Lee, 2019; Ahmad & Laroche, 2021). The findings suggest that impactful digital campaigns should prioritize interactivity, authenticity, and customization to create meaningful consumer connections and retain a competitive edge in the digital marketplace.
Keywords: Digital Advertising, Consumer Behavior, Personalization, Influencer Marketing, Brand Loyalty, Engagement
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