Abstract: The paper aims at examining the effectiveness of personalized advertisements in engaging the Liberian consumers and converting them into customers due to the increasing trendiness of Digital Advertising in Liberia. This paper explores how personalized adverting is functionality help in developing deep and values consumer-brand relationship but on a flip side they raise issues to do with privacy and protection of information. Our study results concluded that personalized ads strategies had a significant positive relationship with customer conversion in Liberia. Also, personalized ads strategies increase customer engagements which promotes customer conversion. Furthermore, the study highlighted 4 main challenges facing organization using personalized.....
Keywords: Personalized Advertising, Customer Engagement, Conversions, Liberia, Targeted Marketing, Privacy, Big Data, Machine Learning
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