The impact of personalized advertisements on consumer behaviour: case Study Tchina Juice Cevital

Abstract

This study aims to investigate the impact of personalized advertisements for Cevital Tchina juice on consumer behavior. It seeks to understand how personalized advertising affects consumer attitudes, purchase intentions, and the moderating role of demographic factors. The results showed that personalized ads enhanced consumers' perceptions of the product's relevance and usefulness, leading to more favorable attitudes and higher purchase intentions. The study also found that demographic characteristics such as age, income, and occupation were important moderating factors.