Consumer perceptions and satisfaction levels towards personalised advertisements

Personalised advertisements are widely used in online marketing to influence consumer behaviour and generate strategic data. This study investigates consumer perceptions and satisfaction regarding personalised ads, particularly on social media. Using a qualitative approach, semi-structured interviews were conducted with 15 individuals residing in Istanbul with a monthly income above $1,500. Thematic analysis revealed six main themes: user perception, privacy concerns, control and autonomy, protective behaviours, expectations from marketers, and proposed solutions. While participants found personalised ads convenient and relevant, they also expressed discomfort due to privacy risks and data tracking. Many adopted protective behaviours such as VPNs or ad blockers. The study highlights a dual response: appreciation of relevance and strong concerns about autonomy and ethics. These findings align with recent literature emphasising the need for transparency, consent, and ethical standards in digital advertising. Businesses are increasingly adopting new strategies to address these concerns and regain user trust.