The Influence of Personalization and Visual Content in Social Media ‎Advertising on Purchase Intention: The Mediating Role of Consumer Brand Perception among Gen Z Consumers

  • Authors

    • P. G. Eandhizhai Department of Commerce, College of Science and Humanities, SRM Institute of Science and Technology, Kattankulathur, Chengalpattu, Tamil Nadu-603202, India
    • A. Kavitha Department of Commerce, College of Science and Humanities, SRM Institute of Science and Technology, Kattankulathur, Chengalpattu, Tamil Nadu-603202, India
    • Dr. K. Kirubagaran Assistant Professor, Humanities and Social Sciences, Saveetha School of Law, Saveetha Institute ‎of Medical and Technical Sciences, Saveetha School of Law, SIMATS, Chennai, Tamil Nadu, India
    • E G Vishnu Priya Department of Commerce, College of Science and Humanities, SRM Institute of Science and Technology, Kattankulathur, Chengalpattu, Tamil Nadu-603202, India
    https://doi.org/10.14419/5rgwq121

    Received date: July 30, 2025

    Accepted date: September 15, 2025

    Published date: November 30, 2025

  • Social Media Advertising; Personalization; Visual Content; Consumer Brand Perception; ‎Purchase Intention; Gen Z Consumers; Digital Marketing; PLS-SEM; Mediating Effect; ‎Consumer Behavior

  • Abstract

    Purpose: This study aims to investigate the influence of personalization and visual content in social media ‎advertising on the purchase intention of Gen Z consumers, with consumer brand perception ‎acting as a mediating variable.‎

    Methodology: The research employed a quantitative approach using a structured questionnaire distributed ‎among Gen Z consumers. The data collected from 432 respondents were analyzed using Partial ‎Least Squares Structural Equation Modeling (PLS-SEM) to assess reliability, validity, and the ‎structural relationships among the constructs.‎

    Design: A conceptual framework was developed linking personalization and visual content ‎‎(independent variables) to purchase intention (dependent variable), mediated by consumer ‎brand perception. The constructs were measured using validated scales from prior studies and ‎tested through a reflective measurement model.‎

    Findings: The analysis revealed that both personalization and visual content significantly influence ‎purchase intention, and consumer brand perception plays a key mediating role. Personalization ‎had a stronger impact, suggesting that tailored content enhances brand perception, which in turn ‎strengthens purchase intention among Gen Z.‎

    Limitation: The study is limited to Gen Z consumers within a specific demographic and may not generalize ‎to other age groups or cultural contexts. ‎

    Originality: This study contributes to the literature by integrating personalization, visual content, and brand ‎perception into a cohesive model specific to Gen Z consumer behavior in social media ‎marketing. It offers practical insights for marketers aiming to enhance brand engagement and ‎conversion through digital platforms‎.

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  • How to Cite

    Eandhizhai , P. G. ., Kavitha , A. ., Kirubagaran , D. K. ., & Priya , E. G. V. . (2025). The Influence of Personalization and Visual Content in Social Media ‎Advertising on Purchase Intention: The Mediating Role of Consumer Brand Perception among Gen Z Consumers. International Journal of Accounting and Economics Studies, 12(7), 818-825. https://doi.org/10.14419/5rgwq121