Personalized Digital Advertising on Consumer Acceptance Across Generational Cohorts: The Roles of Consumer Profiling, Perceived Relevance, Privacy Concern, and Intrusiveness

Abstract

Customized online advertisements can be comfy and embarrassing simultaneously. A search may save a consumer time through a recommendation that comes after a search. However, it can also indicate how much a platform has been tracking the activity of that individual. This study employs a dual-path model, as the same advertisement may have a potential benefit, relevance, and two potential costs: privacy issues and intrusiveness. The evidence sources are 13 publications that were created in 2012-2026 and were structured into a theory-driven evidence map; a questionnaire was not included. H1-H7 were used practically as labels to sort findings. They were not tested on a new sample. A number of papers associated personalization or targeting with increased relevance, attention, positive attitudes, clicks, or purchase intention. This trend was not as favorable when data collection was hidden, a personal sign was sensitive, or users had no control. Whereas there are published results regarding the individual relationships postulated under H5 and H6, none of the reviewed studies illustrate the entire mediation process to support the direct effect. There is even less evidence to support H7. Age groups were also focused on Gen Z, with none of the 13 papers designed for Gen Z, Millennials, and Gen X. The testimony was such as to give a tentative response. Beneficial personalization might be reasonable, as long as individuals can comprehend the data practices and do not find it overwhelming.