AN ASSESSMENT OF BEHAVIORAL TARGETING IN DIGITAL ADVERTISING ON PURCHASE DECISIONS: A CASE STUDY OF AN ONLINE BOOKSTORE IN KADUNA.
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Background of the study:
Behavioral targeting in digital advertising uses data-driven insights to deliver personalized ad content based on users’ browsing and purchase histories. Online bookstores in Kaduna are increasingly utilizing behavioral targeting to influence consumer purchase decisions by presenting highly relevant offers and recommendations (Umeh, 2023). This approach leverages analytics and machine learning algorithms to segment audiences and tailor messages that resonate with individual interests and needs. Effective behavioral targeting can lead to higher conversion rates by reducing information overload and increasing ad relevance, thereby driving sales and customer loyalty. However, concerns about data privacy and the accuracy of behavioral models can impact consumer trust and campaign effectiveness. This study examines the role of behavioral targeting in shaping purchase decisions at an online bookstore, evaluating its impact on conversion metrics and customer engagement. The research aims to identify best practices and potential pitfalls in behavioral targeting, offering recommendations for optimizing digital advertising strategies in the competitive online retail space (Ibrahim, 2024).
Statement of the problem:
Despite the promise of behavioral targeting, online bookstores in Kaduna face challenges in accurately tailoring advertisements to consumer preferences. Inaccurate data, privacy concerns, and technical limitations can lead to mis-targeted campaigns, resulting in reduced conversion rates and potential consumer backlash (Umeh, 2023). These issues underscore the need for a thorough evaluation of behavioral targeting practices to improve campaign effectiveness and enhance customer satisfaction (Ibrahim, 2024).
Objectives of the study:
To assess the impact of behavioral targeting on purchase decisions.
To identify challenges in implementing effective behavioral targeting.
To propose strategies for optimizing targeted digital advertising.
Research questions:
How does behavioral targeting influence consumer purchase decisions?
What challenges affect the effectiveness of behavioral targeting?
What measures can enhance the accuracy and impact of targeted advertising?
Significance of the study:
This study is significant as it provides insights into leveraging behavioral targeting to improve digital advertising effectiveness. The findings will help online bookstores in Kaduna optimize their ad strategies, drive higher conversion rates, and build stronger customer relationships through personalized marketing (Ibrahim, 2024).
Scope and limitations of the study:
The study is limited to an online bookstore in Kaduna, Nigeria, focusing solely on behavioral targeting and its influence on purchase decisions.
Definitions of terms:
Behavioral Targeting: Advertising based on consumer behavior and interests.
Purchase Decisions: The process by which consumers decide to buy a product.
Online Bookstore: A digital platform selling books and related products.
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