AN INVESTIGATION OF PERSONALIZED ADVERTISING ON CONSUMER BEHAVIOR: A STUDY OF AN ONLINE FASHION RETAILER IN PORT HARCOURT.
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- NGN 5000
Background of the study:
Personalized advertising uses consumer data to deliver tailored messages that resonate with individual preferences and behaviors. Online fashion retailers in Port Harcourt are increasingly adopting personalized advertising strategies to enhance customer engagement and drive sales. This study examines how data-driven personalization influences consumer behavior by creating targeted advertisements that reflect individual style preferences, browsing habits, and purchase history (Chukwu, 2023). Personalized campaigns can foster a deeper connection with consumers by providing relevant product recommendations and offers, thereby increasing conversion rates (Ude, 2024). However, issues such as privacy concerns and data security may affect consumer receptiveness. This research investigates the balance between personalization and consumer trust, focusing on the effectiveness of personalized advertising in modifying buying behavior and customer loyalty. By analyzing consumer responses and purchase patterns, the study aims to offer insights into how personalized advertising can be optimized to achieve greater marketing success while addressing inherent challenges (Okoro, 2025).
Statement of the problem:
Despite the promise of personalized advertising, online fashion retailers in Port Harcourt face challenges in its effective implementation. Privacy concerns, data security issues, and potential information overload can lead to consumer resistance (Chukwu, 2023). Moreover, the complexity of accurately segmenting customers and delivering truly personalized content often results in inconsistent outcomes. These challenges hinder the ability of retailers to fully capitalize on the benefits of personalized advertising, leading to lower engagement and conversion rates. Therefore, this study seeks to identify the key obstacles and develop strategies to enhance the effectiveness of personalized advertising campaigns (Ude, 2024).
Objectives of the study:
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To assess the impact of personalized advertising on consumer behavior.
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To identify challenges in implementing personalized marketing strategies.
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To propose solutions for optimizing personalized advertising campaigns.
Research questions:
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How does personalized advertising affect consumer purchasing decisions?
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What are the primary challenges in executing personalized marketing campaigns?
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What strategies can improve the effectiveness of personalized advertising?
Significance of the study:
This study is significant as it provides actionable insights into the effects of personalized advertising on consumer behavior. The findings will help online fashion retailers in Port Harcourt refine their targeting strategies and improve customer engagement, leading to increased sales and loyalty (Okoro, 2025).
Scope and limitations of the study:
The study is limited to examining personalized advertising strategies for an online fashion retailer in Port Harcourt, Nigeria, focusing exclusively on consumer behavior outcomes.
Definitions of terms:
Personalized Advertising: Marketing communications tailored to individual consumer profiles.
Consumer Behavior: The study of how individuals make decisions to spend resources.
Data-Driven Marketing: Strategies that rely on data analysis to inform advertising decisions.
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