The Role of Algorithmic Ad Personalization in Driving Impulse Buying Behavior: Mediating Effects of Perceived Value and Moderating Personality Traits

The study tests whether algorithmically personalized ads increase impulse buying, with pre purchase perceived value (price, emotional, social) as mediator and the traits extraversion and agreeableness as moderators.Survey data from 106 social media users were analyzed using SPSS regression procedures.The authors report significant direct, mediated and moderated effects, concluding that emotional and social value perceptions amplify impulsive buying, especially for highly extraverted or agreeable consumers.The generalizability of results is recommended to be enhanced by addition of more personality traits including neuroticism or conscientiousness as well as longitudinal and experimental efforts are suggested in future research to enhance the prcised outcomes.