Personalization, Trust, and Interactivity in Digital Media Advertising: An Integrated Model of Consumer Purchase Intentions

Abstract

The rapid growth of digital media platforms has reshaped advertising, facilitating new levels of customized content, two-way communication, and audience involvement. While prior research has examined advertising value, personalization, or trust in isolation, few studies have integrated these dimensions into a unified framework to explain consumers’ purchase intentions. This study addresses this gap by developing and testing a structural equation model that incorporates personalization intensity, trust mechanisms, and interactivity as mutually reinforcing drivers. Data from 200 active social media users were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that all three factors significantly predict purchase intention. Personalization exerts both a direct and an indirect effect mediated by trust. Furthermore, interactivity moderates the relationship between advertising value and purchase intention, amplifying its positive influence under high engagement. The model explains 64% of the variance in purchase intentions, offering theoretical contributions and actionable insights for designing consumer-centric campaigns.