Analyzing the Impact of Attitudes toward Personalized Advertising on the Buying Behavior of Millennials in Bangladesh

Salma Honey
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Salma Honey: PhD Researcher, Department of Marketing, Jagannath University, Dhaka, Bangladesh

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 15, 721-731

Abstract: This study investigates the impact of attitudes toward personalized advertising on the buying behavior of Bangladeshi millennials. Given the rise of digital marketing and the ubiquity of social media use, it has become imperative for marketers to understand how consumers respond to personally tailored advertising. A literature review of previous studies was conducted, and these findings were used to develop a quantitative research design.10Convenience sampling was used to collect data from 300responses through a structured questionnaire. The findings also showed a positive connection among favorable attitudes towards custom advertising and purchasing behavior, underlying relevance, trust and non-intrusiveness in advertising mix. Social media, Instagram, and Facebook in particular were established as major vehicles in the purchasing decisions of millennials. Furthermore, cultural and socio-economic considerations influenced how millennials react towards personalization in advertisement. This research offers suggestions to marketers on promoting the culturally conscious, authentic, and stimulating advertising campaign. Future investigations may consider broader constructs and alternate methodologies to gain a more complete picture of consumer behavior.

Date: 2025
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