Craving towards a Personalized Advertisement: Identifying Preferences and Attitudes of Saudi Consumers toward Its Effectiveness

The preferences of the study related to Saudi customers regarding personalized advertisements have not been investigated, since rapid penetration social media marketing among consumers. So present aims determine attitudes consumers advertisement. An online questionnaire was used for collecting data from 512 consumers, who were active on media. items developed based previous literature and collected analyzed through structural equation modelling path analysis. results showed that credibility (0.244, p < 0.001) lack irritation (0.536, significantly impact consumer advertisements. increase in is likely improve preference Moreover, informativeness (0.571, entertainment (0.493, positively influence holds significant importance as first Arabia investigating penetration, it deals with elements closely personalizing This will help expand theory about replace traditional way advertising. Practically, this provides guidelines following sites marketers.