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How persuasive is personalized advertising? a meta-analytic review of experimental evidence of the effects of personalization on ad effectiveness
Date Issued
2025
Publisher
Informa UK Limited
Journal
ISSN
0021-8499
1740-1909
Citation
Journal of Advertising Research, 2025, vol. 65(4), pp. 616-631.
Description
Open access
Type
Peer Reviewed Journal Article
Abstract
Despite the widespread use of personalized advertising, particularly on social media, to enhance brand awareness and engagement through highly targeted campaigns, extant literature suggests that personalization can produce both positive and negative persuasion outcomes. This meta-analytic review of 53 experimental studies addresses this personalization paradox by examining the persuasiveness of personalized advertising. The results indicated that personalized advertising is generally more effective than generic, non-personalized advertising in influencing overall persuasion, consumer attitudes and behavioral intentions. Consistent with congruity and self-referencing theories, meta-analytic structural equation modeling finds that perceived relevance—but not perceived intrusiveness—explained the persuasiveness of personalized advertising.
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