Abstract This study aims to investigate how personalized social media advertisements influence consumers’ propensity for online impulse buying, using structural equation modeling. A quantitative research design was employed, analyzing the responses of 291 social media users in Romania through the PLS-SEM technique. The findings confirm that personalized advertising has a positive effect on perceived relevance, novelty, and advertising value, which in turn strongly influence consumers’ online impulse buying intentions through their attitudes toward the advertisement. This research offers both theoretical and practical contributions to the fields of online advertising and consumer behavior, advancing our understanding of the mechanisms through which personalized advertising shapes impulsive purchasing behavior in online environments.
Bereczki et al. (Fri,) studied this question.