Vol. 13 No. 3 (2025): Business & Management Studies: An International Journal
Articles

Consumer perceptions and satisfaction levels towards personalised advertisements

PDF
  • Muhammed Talha Narcı
Muhammed Talha Narcı
Assistant Professor, Istanbul Aydın University, Applied Sciences Faculty, Department of Management Information Systems, Istanbul, Turkey

Published 2025-09-25

Keywords

  • Personalised Advertising, Consumer Perception, Privacy Concerns, Digital Marketing Ethics
  • Kişiselleştirilmiş Reklamcılık, Tüketici Algısı, Gizlilik Endişeleri, Dijital Pazarlama Etiği

How to Cite

Consumer perceptions and satisfaction levels towards personalised advertisements. (2025). Business & Management Studies: An International Journal, 13(3), 1047-1064. https://doi.org/10.15295/bmij.v13i3.2595

Copyright (c) 2025 Muhammed Talha Narcı

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Consumer perceptions and satisfaction levels towards personalised advertisements. (2025). Business & Management Studies: An International Journal, 13(3), 1047-1064. https://doi.org/10.15295/bmij.v13i3.2595

Abstract

Personalised advertisements are widely used in online marketing to influence consumer behaviour and generate strategic data. This study investigates consumer perceptions and satisfaction regarding personalised ads, particularly on social media. Using a qualitative approach, semi-structured interviews were conducted with 15 individuals residing in Istanbul with a monthly income above $1,500. Thematic analysis revealed six main themes: user perception, privacy concerns, control and autonomy, protective behaviours, expectations from marketers, and proposed solutions. While participants found personalised ads convenient and relevant, they also expressed discomfort due to privacy risks and data tracking. Many adopted protective behaviours such as VPNs or ad blockers. The study highlights a dual response: appreciation of relevance and strong concerns about autonomy and ethics. These findings align with recent literature emphasising the need for transparency, consent, and ethical standards in digital advertising. Businesses are increasingly adopting new strategies to address these concerns and regain user trust.

PDF

References

  1. Abdel Monem, H. (2021). The effectiveness of advertising personalisation. Journal of Design Sciences and Applied Arts, 2(1), 114-121.
  2. Acquisti, A., Brandimarte, L., & Loewenstein, G. (2015). Privacy and human behaviour in the age of information. Science, 347(6221), 509-514.
  3. Aguirre, E., Mahr, D., Grewal, D., De Ruyter, K., & Wetzels, M. (2015). Unraveling the personalisation paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Journal of Retailing, 91(1), 34-49.
  4. Awad, N. F., & Krishnan, M. S. (2006). The personalisation privacy paradox: An empirical evaluation of information transparency and the willingness to be profiled online for personalisation. MIS Quarterly, 30(1), 13-28.
  5. Baek, T. H., & Morimoto, M. (2012). Stay away from me. Journal of Advertising, 41(1), 59-76.
  6. Baruh, L., Secinti, E., & Cemalcilar, Z. (2017). Online privacy concerns and privacy management: A meta-analytical review. Journal of Communication, 67(1), 26-53.
  7. Baruah, T. D. (2012). Effectiveness of social media as a tool of communication and its potential for technology enabled connections: A micro-level study. International Journal of Scientific and Research Publications, 2(5), 1-10.
  8. Bernritter, S. F., Ketelaar, P. E., & Sotgiu, F. (2021). Behaviourally targeted location-based mobile marketing. Journal of the Academy of Marketing Science, 49(4), 677-702.
  9. Bleier, A., & Eisenbeiss, M. (2015a). The importance of trust for personalised online advertising. Journal of Retailing, 91(3), 390-409.
  10. Bleier, A., & Eisenbeiss, M. (2015b). Personalised online advertising effectiveness: The interplay of what, when, and where. Marketing Science, 34(5), 669-688.
  11. Boerman, S. C., Kruikemeier, S., & Zuiderveen Borgesius, F. J. (2017). Online behavioural advertising: A literature review and research agenda. Journal of Advertising, 46(3), 363-376.
  12. Bright, L. F., & Daugherty, T. (2012). Does customisation impact advertising effectiveness? An exploratory study of consumer perceptions of advertising in customised online environments. Journal of Marketing Communications, 18(1), 19-37.
  13. Brinson, N. H., Eastin, M. S., & Cicchirillo, V. J. (2018). Reactance to personalisation: Understanding the drivers behind the growth of ad blocking. Journal of Interactive Advertising, 18(2), 136-147.
  14. Chen, Q., Feng, Y., Liu, L., & Tian, X. (2019). Understanding consumers’ reactance of online personalised advertising: A new scheme of rational choice from a perspective of negative effects. International Journal of Information Management, 44, 53-64.
  15. Dawson, S., & Kim, M. (2010). Cues on apparel web sites that trigger impulse purchases. Journal of Fashion Marketing and Management: An International Journal, 14(2), 230-246.
  16. De Keyzer, F., Dens, N., & De Pelsmacker, P. (2022). How and when personalised advertising leads to brand attitude, click, and WOM intention. Journal of Advertising, 51(1), 39-56.
  17. Dodoo, N. A., & Wen, J. (2019). A path to mitigating SNS ad avoidance: Tailoring messages to individual personality traits. Journal of Interactive Advertising, 19(2), 116-132.
  18. Edosomwan, S., Prakasan, S. K., Kouame, D., Watson, J., & Seymour, T. (2011). The history of social media and its impact on business. Journal of Applied Management and Entrepreneurship, 16(3), 79-85.
  19. Gutman, J. (1982). A means-end chain model based on consumer categorisation processes. Journal of Marketing, 46(2), 60-72.
  20. Hawkins, R. P., Kreuter, M., Resnicow, K., Fishbein, M., & Dijkstra, A. (2008). Understanding tailoring in communicating about health. Health Education Research, 23(3), 454-466.
  21. Hayes, J. L., Brinson, N. H., Bott, G. J., & Moeller, C. M. (2021). The influence of consumer–brand relationship on the personalised advertising privacy calculus in social media. Journal of Interactive Marketing, 55(1), 16-30.
  22. Hoofnagle, C. J., Van Der Sloot, B., & Borgesius, F. Z. (2019). The European Union general data protection regulation: What it is and what it means. Information & Communications Technology Law, 28(1), 65-98.
  23. Kalaignanam, K., Kushwaha, T., & Rajavi, K. (2018). How does web personalisation create value for online retailers? Lower cash flow volatility or enhanced cash flows. Journal of Retailing, 94(3), 265-279.
  24. Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164-171.
  25. Kim, H., & Huh, J. (2017). Perceived relevance and privacy concern regarding online behavioural advertising (OBA) and their role in consumer responses. Journal of Current Issues & Research in Advertising, 38(1), 92-105.
  26. Kim, T., Barasz, K., & John, L. K. (2019). Why am I seeing this ad? The effect of ad transparency on ad effectiveness. Journal of Consumer Research, 45(5), 906-932.
  27. Koçer, L. L., & Özmerdivanlı, H. (2019). Kişiselleştirilmiş reklamlara yönelik tutumları etkileyen faktörlerle satın alma davranışı arasındaki ilişkinin incelenmesi. Akdeniz İİBF Dergisi, 19(2), 427-454.
  28. Kothari, A., & Lackner, J. (2006). A value based approach to management. Journal of Business & Industrial Marketing, 21(4), 243-249.
  29. Köster, M., Rüth, M., Hamborg, K. C., & Kaspar, K. (2015). Effects of personalised banner ads on visual attention and recognition memory. Applied Cognitive Psychology, 29(2), 181-192.
  30. Martin, K. D., & Murphy, P. E. (2017). The role of data privacy in marketing. Journal of the Academy of Marketing Science, 45(1), 135-155.
  31. Martin, K. D., Borah, A., & Palmatier, R. W. (2017). Data privacy: Effects on customer and firm performance. Journal of Marketing, 81(1), 36-58.
  32. Maslowska, E., Smit, E. G., & van den Putte, B. (2011). Is personalised communication superior? Personalisation and consumers’ characteristics. Asia-Pacific Advances in Consumer Research, 9, 74-78.
  33. Mittal, B., & Lassar, W. M. (1996). The role of personalisation in service encounters. Journal of Retailing, 72(1), 95-109.
  34. Murthi, B. P. S., & Sarkar, S. (2003). The role of the management sciences in research on personalisation. Management Science, 49(10), 1344-1362.
  35. Okkay, İ. (2020). Dijital gözetim çerçevesinde kişiselleştirilmiş reklamcılık. OPUS International Journal of Society Researches, 16(32), 5359-5376.
  36. Oliver, R. L. (1997). Satisfaction: A behavioural perspective on the consumer. New York, NY: McGraw-Hill.
  37. Peppers, D., & Rogers, M. (1997). Enterprise one to one: Tools for competing in the interactive age. New York, NY: Doubleday.
  38. Pfiffelmann, J., Dens, N., & Soulez, S. (2020). Personalised advertisements with integration of names and photographs: An eye-tracking experiment. Journal of Business Research, 111, 196-207.
  39. Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life Science Journal, 9(4), 4444-4451.
  40. Savaş, A. T. (2020). Dijital reklamcılık kapsamında Türkiye’de yayınlanmış lisansüstü tezlerin bibliyometrik profili. Electronic Turkish Studies, 15(8), 125-142.
  41. Schubert, P., & Koch, M. (2002). The power of personalisation: Customer collaboration and virtual communities. AMCIS 2002 Proceedings, 269-280.
  42. Schumann, J. H., Von Wangenheim, F., & Groene, N. (2014). Targeted online advertising: Using reciprocity appeals to increase acceptance among users of free web services. Journal of Marketing, 78(1), 59-75.
  43. Shen, A. (2014). Recommendations as personalised marketing: Insights from customer experiences. Journal of Services Marketing, 28(5), 414-427.
  44. Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41-50.
  45. Svensson, L., & Dirksz, L. (2021). Personalised marketing: A study examining factors influencing millennials’ intention to act upon personalised advertisements on Facebook (Unpublished master’s thesis). Umeå University, Sweden.
  46. Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
  47. Tomar, P., Srivastava, S., & Pandey, S. (2024). Revolutionising crisis management: Innovative supply chain strategies for resilient pharmaceutical companies. International Journal of Supply Chain Management, 13(2), 45-60.
  48. Tran, T. P. (2017). Personalised ads on Facebook: An effective marketing tool for online marketers. Journal of Retailing and Consumer Services, 39, 230-242.
  49. Tran, T., Sen, S., & Van Steenburg, E. (2023). This ad’s for you: How personalised SNS advertisements affect the consumer–brand relationship. Journal of Consumer Marketing, 40(4), 458-469.
  50. Tucker, C. E. (2014). Social networks, personalised advertising, and privacy controls. Journal of Marketing Research, 51(5), 546-562.
  51. Xu, D. J. (2006). The influence of personalisation in affecting consumer attitudes toward mobile advertising in China. Journal of Computer Information Systems, 47(2), 9-19.
  52. Yu, J., & Cude, B. J. (2009). Possible disparities in consumers' perceptions toward personalised advertising caused by cultural differences: US and Korea. Journal of International Consumer Marketing, 21(4), 251-269.