ABSTRACT:
Advertising has always been associated with people, making an impact on their behavior and the way they think, in addition to shaping perceptions and changing lifestyle. In today's digital world, Information technology changed the game. Imposing new channels and different contents, where high quality components, reachability and interactivity affecting the advertising process in general. Understanding people became crucial for advertising effectiveness, and the only criterion for its success. It is getting deeper and more centered on human psychology to understand believes, motives and insights.
Research problem: People more than ever exposed to a huge number of advertising messages, affecting advertising negatively. Information technology and big data offered new tools. “Advertising personalization" considered one of the newest paradigms.
Purpose: This research investigates the effect of personalization on advertising effectiveness. Through a psychological perspective based on measuring consumer's attitudes toward personalized advertising and behavioral intention for interacting with it.
Methodology: Quantitative research is adopted to explore consumer's feedback towards personalized advertising. In addition to a focus group experiment to conclude the effectiveness through observing the level of interactivity.
Hypothesis:
H1: Personalization could be an impactful tool to enhance Advertising effectiveness.
H2: Consumer psychology could clarify the attitudes toward a certain ad and provides a perspective that increase advertising effectiveness.
Findings: More than 64% perceive personalized advertising in a positive way, which generate the desired intention to interact with it. Depending on personalized advertising content, in general, the research proves it is able to increase advertising effectiveness.