Abstract:

In the digital marketing environment, personalised advertising has become widely used as a tool for delivering customised promotional messages based on consumer preferences, browsing behaviour, and online interactions. The effectiveness of such advertising depends on how consumers interpret both its benefits and associated concerns. This conceptual study examines the relationship between personalised advertising and consumer purchase intention by identifying major variables that influence consumer response. The study includes perceived relevance, entertainment, informativeness, credibility, interactivity, trust, intrusiveness, privacy concern, and irritation as important determinants drawn from existing literature. A qualitative conceptual approach based on secondary sources has been used to develop an integrated framework explaining how these factors collectively shape purchase intention. The framework proposes that positive dimensions such as relevance, informativeness, credibility, entertainment, interactivity, and trust strengthen consumer willingness to consider advertised products by improving perceived value and engagement. In contrast, negative perceptions including intrusiveness, privacy concern, and irritation may reduce favourable responses by creating discomfort and hesitation toward personalised messages. The study suggests that consumer purchase intention is formed through a continuous evaluation of advertising usefulness and perceived risk. By combining both supportive and resistant factors within a single framework, the study offers a broader conceptual understanding of consumer behaviour in personalised advertising and provides direction for future empirical research in digital marketing contexts.

Keywords:

Personalised Advertising, Consumer Purchase Intention, Trust, Privacy Concern, Intrusiveness, Perceived Relevance.

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