This study examines how AI-personalized video advertising on social media influences consumer purchase behavior. Using AI and machine learning, personalized ads are designed to match individual user preferences, making them more engaging than traditional advertisements. The research used a mixed-methods approach, combining questionnaires and open-ended responses from 400 participants who viewed both personalized and non-personalized video ads. The results showed that AI-personalized advertisements significantly improve consumer purchase behavior by increasing perceived personalization and emotional engagement. The study also found that emotional response acts as a mediator between personalized advertising and purchase behavior, while perceived personalization strengthens this relationship. Consumers are more likely to respond positively and show stronger purchase intentions when ads feel relevant and emotionally appealing. Overall, the research provides evidence that AI-driven personalized video advertising is more effective than traditional advertising and offers valuable insights for marketers aiming to improve social media advertising strategies. Purchase behavior in the study was measured indirectly through self-reported purchase intention and click behavior.
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