IMPACT OF ALGORITHM-BASED TARGETING AND PERSONALIZED ADVERTISING ON LIFESTYLE CHOICES AND BRAND PREFERENCE AMONG UNDERGRADUATES IN ABEOKUTA
Abstract
This study investigates the Impact of Algorithm-Based Targeting and Personalized Advertising on Lifestyle Choices and Brand Preference Among Undergraduates in Abeokuta. With the growing integration of algorithms in digital advertising, marketers increasingly leverage data to deliver personalized content aimed at influencing consumer behavior. The study explores how these strategies shape undergraduates' lifestyle decisions and brand preferences, highlighting the balance between effectiveness and the ethical challenges posed by data privacy concerns. A survey research design was employed, using structured questionnaires to collect data from 250 undergraduates in Abeokuta. The study examines the effectiveness of algorithm-based targeting in enhancing engagement, the role of personalization in fostering brand loyalty, and the perception of intrusiveness among consumers. Findings reveal that personalized advertising significantly impacts undergraduates' lifestyle choices by influencing their consumption patterns and aspirations. Additionally, brand preference is positively correlated with the relevance of targeted advertisements, while privacy concerns moderate this relationship. The study concludes that while personalized advertising offers notable benefits for marketers and consumers, maintaining transparency, ethical data usage, and respecting privacy is essential to build trust. Recommendations include adopting consumer-centric targeting strategies, minimizing intrusive ads, and fostering regulatory frameworks for ethical data practices in digital advertising.
Keywords: Algorithmbased, Advertising, Lifestyle, Choices, Brand Preference
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