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Cyber-Driven Advertising: The Impact of META Promotional Ads on Consumer Purchase Intent in the UK Retail & Fashion Sector

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  • Raabia Riaz
  • Ahmed Talal

Abstract

The UK’s retail and fashion industries are experiencing a 45% increase in digital ad spending, with META’s AI-driven promotional ads playing a pivotal role in shaping consumer behavior. Recent studies indicate that 72% of UK consumers engage with at least one META advertisement weekly, and 63% report that social media ads influence their purchase decisions. With the rise of machine learning (ML)-based targeting and real-time behavioural analytics, brands can now predict consumer intent with 87% accuracy, revolutionizing digital advertising.This study investigates the impact of META promotional ads on consumer purchase intent by analysing user engagement patterns, ad personalization effectiveness, and cybersecurity concerns related to data tracking. Using a mixed-methods approach, quantitative survey data (n = 500) and qualitative insights from structured interviews (n = 30) were analyzed. Statistical tools such as SPSS, multiple regression, and sentiment analysis were employed to assess the correlation between ad exposure frequency, user engagement, and purchasing behavior. Findings reveal that AI-enhanced META ads increase purchase intent by 41%, with ad personalization being a key factor (β = 0.78, p < 0.01). However, 54% of respondents express concerns over data privacy, and 47% distrust AI-driven ad targeting due to algorithmic opacity and excessive behavioural tracking. The study highlights the growing tension between marketing efficiency and consumer cybersecurity expectations, suggesting that brands must balance hyper-personalization with ethical data practices. This research contributes to the understanding of cyber-driven consumer engagement, providing insights for brands to refine AI-powered marketing strategies while navigating privacy regulations such as GDPR and evolving consumer data protection expectations.

Suggested Citation

  • Raabia Riaz & Ahmed Talal, 2024. "Cyber-Driven Advertising: The Impact of META Promotional Ads on Consumer Purchase Intent in the UK Retail & Fashion Sector," Journal of Artificial Intelligence General science (JAIGS) ISSN:3006-4023, Open Knowledge, vol. 6(1), pages 702-715.
    • Handle: RePEc:das:njaigs:v:6:y:2024:i:1:p:702-715:id:336
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    References listed on IDEAS

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    1. Barton, Belinda & Zlatevska, Natalina & Oppewal, Harmen, 2022. "Scarcity tactics in marketing: A meta-analysis of product scarcity effects on consumer purchase intentions," Journal of Retailing, Elsevier, vol. 98(4), pages 741-758.
    2. Bindra, Sunali & Sharma, Deepika & Parameswar, Nakul & Dhir, Sanjay & Paul, Justin, 2022. "Bandwagon effect revisited: A systematic review to develop future research agenda," Journal of Business Research, Elsevier, vol. 143(C), pages 305-317.
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