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

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.