AN INVESTIGATION OF PERSONALIZED ADVERTISING ON CONSUMER BEHAVIOR: A STUDY OF AN ONLINE FASHION RETAILER IN PORT HARCOURT.
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Background of the study:
Personalized advertising has revolutionized digital marketing by tailoring content and offers to individual consumer preferences, thereby influencing purchasing decisions. Online fashion retailers in Port Harcourt are increasingly leveraging data analytics and machine learning to deliver targeted advertisements that reflect consumers’ tastes, browsing history, and demographic information (Eze, 2023). This study examines how personalized advertising impacts consumer behavior by analyzing its effect on engagement, conversion rates, and overall customer satisfaction. The fashion industry, characterized by rapid trends and high consumer involvement, stands to benefit significantly from targeted marketing strategies. By personalizing advertising messages, retailers can enhance the shopping experience and foster a sense of exclusivity among customers (Okafor, 2024). However, concerns regarding privacy, data security, and over-personalization persist. This research aims to provide an in-depth understanding of how personalized advertising shapes consumer behavior in the online fashion retail space, while critically evaluating the balance between personalization benefits and ethical considerations. The findings are expected to offer actionable insights for optimizing advertising strategies and enhancing consumer trust in digital marketing practices (Nwankwo, 2025).
Statement of the problem:
Despite the increasing adoption of personalized advertising, online fashion retailers in Port Harcourt encounter significant challenges in balancing customization with privacy concerns. Consumers often feel uneasy about the extent of data collection, and there are difficulties in ensuring that personalization does not become intrusive or irrelevant (Eze, 2023). Additionally, the effectiveness of personalized ads in driving long-term consumer engagement remains uncertain due to evolving consumer preferences and market dynamics. This study seeks to address these challenges by investigating the true impact of personalized advertising on consumer behavior and identifying strategies to mitigate privacy issues while maintaining high engagement levels (Okafor, 2024).
Objectives of the study:
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To assess the impact of personalized advertising on consumer engagement and purchasing behavior.
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To identify challenges related to data privacy and personalization effectiveness.
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To recommend strategies for optimizing personalized advertising in online fashion retail.
Research questions:
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How does personalized advertising affect consumer purchasing behavior in online fashion retail?
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What are the primary challenges associated with data privacy in personalized advertising?
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Which strategies can enhance the effectiveness of personalized advertising while addressing consumer concerns?
Significance of the study:
This study is significant for online fashion retailers in Port Harcourt as it provides insights into the effects of personalized advertising on consumer behavior. The findings will help marketers optimize advertising strategies, improve customer engagement, and address privacy concerns effectively. The research contributes to the broader understanding of digital consumer behavior and ethical data usage in marketing (Nwankwo, 2025).
Scope and limitations of the study:
The study is limited to investigating personalized advertising strategies and their impact on consumer behavior for an online fashion retailer in Port Harcourt, Nigeria. It does not cover other marketing channels or geographical areas.
Definitions of terms:
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Personalized Advertising: Tailoring advertisements to individual consumer profiles using data analytics.
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Consumer Behavior: The study of how individuals make decisions to spend resources on consumption-related items.
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Online Fashion Retailer: A digital platform selling fashion products.
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