INVESTIGATE THE IMPACT OF PERSONALIZED MARKETING ON PURCHASE INTENTION AND BRAND LOYALTY

Abstract

The purpose of this research study is to investigate how personalised marketing impacts consumer purchase intention and brand loyalty. More and more brands in the online arena are being influenced by the competition. As a result, they are adopting more personalised marketing techniques tailored to consumer needs. This study utilises a quantitative survey design and gathers data from 114 active online consumers aged 15 to 44. We achieved scale reliability with a Cronbach's alpha of .990, validating measurement consistency. The data shows neutral to moderate positive attitudes toward personalised Facebook advertisements and more engagement with the Facebook ads when they were personalised to the consumer's values and preferences. The results show a strong positive correlation among the study variables in question, personalised marketing (PM), purchase intention (PI), and brand loyalty (BL) with r values of 0.814, 0.878, 0.904 and significance levels of p<.01. The regression showed that together personalised marketing and brand loyalty accounted for 83.3% of the variance in purchase intention, R^2 = 0.833, where brand loyalty had the strongest effect \$0.721 < 0.0001. While validating the positive impacts of personalised marketing, the study's other hypotheses focused on segmenting type of personalization which could not be tested due to lack of data. Building trust with the consumer through personalised marketing should be the goal of brands and companies in marketing. This study shows that it is possible to streamline and strengthen brand loyalty through the ethical use of consumer data for personalised marketing.