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The progressive growth of technology, digital devices, and communication channels has provided businesses so many opportunities. By the strategical utilization of changing, technology firms can provide more value to their customers, increase experiences, satisfaction, and loyalty (Villarejo-Ramos & Sanchez-Franco, 2005). Many businesses use social media sites for personalized marketing to create a more tailored customer brand experience and encourage impulse buying by offering products for individual needs aligned with their tastes and preferences. Personalized advertisement is a technique to provide endless customer experience and an effective way to strengthen brand trust (Chinomona, 2013).
Social media has revolutionized marketing communication; it is a significant and rising area of research that attracts both practitioners and academicians. Personalized advertisements on social media sites with Facebook have gotten much consideration over the previous studies. Despite broad exploration on the use of individual personal information in online marketing activities (Tran et al., 2020), recent studies show that more understanding is required to know how personalized advertisements are well aligned with customer interest. This includes enhance customer experience and limit advertisement evasion (Tran et al., 2020), (Boerman et al., 2017), (Stojanovic & Andrreu, 2017). There is also an absence of studies in the Indian context which investigates the outcome of social media personalization (Yadav and Rahman, 2018). Providing personalization in e-shopping is the most popular marketing trend, and social media consistently stays in vogue because of its highly interactive nature (Shanahan, Tran, & Taylor, 2018), (Blasco-Lorena et al., 2016). So, it is necessary to study personalization in the social media context (Growth from Knowledge, 2019), (Khan et al.,2017).
Customers in social media no longer behave as passive recipients of entire marketing activities like conventional media; instead, they assume an active user in creating and sharing brand-related content. This content-sharing opportunity motivates social media users to share information online to get the word out about the characteristics, experiences, and reasons they support the brand (Schivinski and Dabrowski,2015). Facebook advertising is being used in this work since it is a popular social media advertising channel. Facebook surpassed 1 billion registered accounts and currently has 2.45 billion monthly and 1.49 billion daily active users (Aboulhosn,2020). Facebook gives a chance to users to make their accounts where they can post their personal information like pictures, educational & job history, interests, and hobbies. Each user spends nearly 20 mins per visit, making Facebook quite popular among users and companies uses social media for communication purposes (Dehghani and Tumer,2015), (Yadav et al. 2017b). According to the survey results, millions of retail websites have integrated with Facebook, spending on digital marketing tools and platforms has increased approximately two and half times compared to the last decade (Survey CMO, 2019, (Aboulhosn,2020). Social media increases the visibility of the brand through its high accessibility and reachability as compared to traditional media like television, indoor, and outdoor display (Romaniuk, 2013)