PERSONALIZED DIGITAL ADVERTISING: INFLUENCE OF COSMETIC BRANDS ON PURCHASE INTENTIONS OF PAKISTANI YOUTH

Abstract

This study explored the influence of personalized digital advertising of cosmetic products on purchase intentions among Pakistani youth. Employing a convenient sample of 231 respondents, the research investigated the relationship between exposure to personalized digital advertising and the intention to make purchases. Descriptive statistics revealed moderate levels of exposure to personalized digital advertising as well as moderate purchase intention among the respondents. A significant positive correlation (r = 0.45, p < .001) between personalized advertising and purchase intention was found, suggesting that higher exposure to personalized advertising increased the likelihood of positive purchase intensions. Regression analysis showed that personalized advertising significantly predicted purchase intentions, explaining 27% of the variance (R² = 0.27). Furthermore, differences between gender, geographic ethnicity, and time spent on digital media groups were explored through t-tests and One-way ANOVA followed by Tucky’s HSD Post-hoc test, revealing significant differences in purchase intentions  across diverse demographic groups. These findings highlighted the effectiveness of personalized digital advertising in enhancing consumer engagement and driving purchase intentions among Pakistani youth.