Effect of Social Media Personalization on Brand Strength

Personalization is now used at every corner and position of social media sites. Using in marketing communication an effective strategy for many businesses to improve customer satisfaction, increase sales a reduced advertising budget. This research attempt measure the impact personalized advertisement on customers' account. empirical develops tests conceptual model using structural modeling technique data collected from Facebook users, who have seen any preferred brand their Results suggest that accounts positively related experience. Brand experience also equity mediates relationship between perceived personalization customer-based equity. Both collectively enhance strength advertised Facebook.