Template-Type: ReDIF-Article 1.0
Author-Name: dela Peņa, Cherrilyn
Author-Name-First: Cherrilyn
Author-Name-Last: dela Peņa
Author-Email: cherrilyn.delapena@g.msuiit.edu.ph
Author-Workplace-Name: Department of Business and Innovation, Mindanao State University - Iligan Institute of Technology, Philippines
Author-Name: Ongue, Shulamite
Author-Name-First: Shulamite
Author-Name-Last: Ongue
Author-Email: shulamite.ongue@g.msuiit.edu.ph
Author-Workplace-Name: Department of Business and Innovation, Mindanao State University - Iligan Institute of Technology, Philippines
Author-Name: Redo, Arneene Stella
Author-Name-First: Arneene Stella
Author-Name-Last: Redo
Author-Email: arneenestella.redo@g.msuiit.edu.ph
Author-Workplace-Name: Department of Business and Innovation, Mindanao State University - Iligan Institute of Technology, Philippines
Author-Name: Abellana, Jupert Jasser
Author-Name-First: Jupert Jasser
Author-Name-Last: Abellana
Author-Email: jupertjasser.abellana@g.msuiit.edu.ph
Author-Workplace-Name: Department of Business and Innovation, Mindanao State University - Iligan Institute of Technology, Philippines
Author-Name: Narit, Shiny Rose
Author-Name-First: Shiny Rose
Author-Name-Last: Narit
Author-Email: shinyrose.salem@g.msuiit.edu.ph
Author-Workplace-Name: Department of Business and Innovation, Mindanao State University - Iligan Institute of Technology, Philippines
Title: Influence of Personalized Advertising towards Consumer Loyalty: The Mediating Effect of Satisfaction and Moderating Effect of Perceived Quality
Abstract: This study examines the relationship between personalized advertising and consumer loyalty, with a focus on the mediating role of satisfaction and the moderating effects of perceived quality on social media platforms. A quantitative research design was employed, which collected data from 385 respondents in Lanao del Norte, Northern Mindanao, Philippines. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the relationships between personalized advertising, perceived quality, satisfaction, and consumer loyalty. Results indicate that personalized advertising significantly enhances consumer satisfaction, a key driver of loyalty. Respondents exposed to personalized advertisements were more likely to develop stronger brand attachment, with perceived quality as a catalyst in its mediating role. However, perceived quality did not moderate the relationship between personalized advertising and loyalty, suggesting a more direct influence than previously established. The study further highlights that consumer satisfaction is essential for building loyalty, which emphasizes the importance of delivering relevant, high-quality advertisements. These findings highlight the strategic value of personalized advertising in digital marketing. Businesses can use these insights to refine their advertising strategies, enhance customer engagement, and build long-term brand loyalty. Future research should explore the sustained effects of personalized advertising and its impact across different demographic segments.
Keywords: Consumer Loyalty, Perceived Quality, Personalized Advertising, Satisfaction, Social Media Platforms
Journal: International Review of Management and Marketing
Pages: 126-136
Volume: 15
Issue: 6
Year: 2025
Month: 10
DOI: 10.32479/irmm.19308
File-URL: https://econjournals.com/index.php/irmm/article/download/19308/9321
File-Format: application/pdf
Handle: RePEc:eco:journ3:v:15:y:2025:i:6:id:19308