Personalized Instagram Ads and purchase intention: a theory of planned behavior approach to creativity, value, and authenticity

Inam Ul Haq; Bilal Mazhar; Fatima Maqsood

doi:10.5585/2026.28646

Autores

Inam Ul Haq Huazhong University of Science and Technology (HUST), School of Journalism and Information Communication, Wuhan, China https://orcid.org/0009-0007-8248-2443
Bilal Mazhar Shenzhen University (SZU), School of Media and Communication, Shenzhen, China https://orcid.org/0009-0001-3497-1513
Fatima Maqsood Huazhong University of Science and Technology (HUST), School of Journalism and Information Communication, PhD Scholar, Wuhan, China https://orcid.org/0009-0000-0594-3647

DOI:

https://doi.org/10.5585/2026.28646

Palavras-chave:

personalization, purchase intention, perceived creativity, advertising value, authenticity

Resumo

Purpose of the Study: With the increasing use of artificial intelligence in social media advertising, personalized advertisements have become a central marketing strategy. However, limited research explains how such personalization influences consumer purchase intention through underlying psychological mechanisms, particularly in emerging markets. This study investigates the effect of AI-driven personalized Instagram advertisements on purchase intention among young adults in Pakistan, emphasizing the mediating roles of perceived creativity, advertising value, and authenticity within the framework of the Theory of Planned Behavior (TPB).

Methodology/Approach: The study employed a quantitative research design using survey data collected from 448 Instagram users aged 18–27 in Pakistan. A structured questionnaire was administered online, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4. Direct, indirect, and mediation effects among personalization, perceived creativity, advertising value, authenticity, and purchase intention were tested using bootstrapping procedures.

Main Findings: The results reveal that personalized Instagram advertisements have a significant direct impact on purchase intention. Personalization also positively influences perceived creativity and authenticity. Perceived creativity significantly enhances advertising value, which in turn increases purchase intention. Authenticity further strengthens purchase intention and partially mediates the personalization–purchase intention relationship. Overall, personalization affects consumer decisions both directly and indirectly through cognitive and affective evaluations of advertising content.

Theoretical/Methodological Contributions: This study extends the Theory of Planned Behavior by incorporating creativity, advertising value, and authenticity as key attitudinal and trust-related mechanisms in AI-personalized advertising contexts. It empirically demonstrates how personalization operates through these constructs to shape behavioral intention.

Relevance/Originality: By focusing on Instagram advertising in Pakistan, this research provides novel insights from an underexplored emerging market and offers practical guidance for marketers seeking to convert personalization into effective purchase-driven outcomes.

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Biografia do Autor

Inam Ul Haq, Huazhong University of Science and Technology (HUST), School of Journalism and Information Communication, Wuhan, China

Inam Ul Haq é doutorando na Escola de Jornalismo e Comunicação da Informação da Universidade de Ciência e Tecnologia de Huazhong, em Wuhan, China. Sua pesquisa tem como foco a publicidade digital e a comunicação de marketing, explorando como as plataformas digitais influenciam o comportamento do consumidor e o engajamento com as marcas.

Bilal Mazhar, Shenzhen University (SZU), School of Media and Communication, Shenzhen, China

Bilal Mazhar é pesquisador de pós-doutorado na Escola de Mídia e Comunicação da Universidade de Shenzhen, em Shenzhen, China. Seus interesses de pesquisa incluem IA generativa, privacidade em redes sociais e comunicações de marketing, com foco particular nas implicações éticas e estratégicas do conteúdo impulsionado por IA no marketing digital.

Fatima Maqsood, Huazhong University of Science and Technology (HUST), School of Journalism and Information Communication, PhD Scholar, Wuhan, China

Fatima Maqsood é doutoranda na Escola de Jornalismo e Comunicação da Informação da Universidade de Ciência e Tecnologia de Huazhong, em Wuhan, China. Ela se especializa em privacidade nas redes sociais, publicidade e comunicação de marketing, analisando como as preocupações com a privacidade digital moldam as interações dos consumidores com anúncios online e conteúdos promocionais.

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