Digital advertising is using computer systems more and more to make ads they are just for one person. People think that making ads personal makes them more interesting and relevant to the person seeing them.. People are getting worried about their personal information being used and that might make personal ads not work as well. This study looks at how making digital ads personal affects whether people actually buy something from the ads. It also looks at how trust and worries about privacy affect this. The study asked people who shop online some questions and used math to analyze the answers. The study found that when people think an ad is made for them they are more likely to buy something because they trust the ad more and think it is more relevant, to them. Digital advertising and personalization are important here. The study shows that digital advertising personalization can be effective. However, privacy concern weakens this relationship, suggesting the presence of a personalization–privacy trade-off. The study contributes to marketing scholarship by integrating personalization and privacy calculus perspectives in an emerging-market context and offers managerial insights for designing ethically responsible advertising strategies.
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