Dalmoro, MarlonAlves, Matilde Figueiredo2024-02-162024-02-162024-01-29http://hdl.handle.net/10362/163678Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsWith the rise of digital platforms and the increased use of personalized marketing strategies, understanding the nuanced effects of perceived personalization becomes valuable for marketing professionals. Drawing upon a quantitative research approach, the present study makes use of surveybased methodologies to gather insights from a diverse sample of social media users and examine the perceptual impact of personalized advertising within social media on key consumer-brand relationship dimensions: brand engagement, brand attachment and customer loyalty. The research showcases a significantly positive correlation between perceived personalization and brand engagement. Similarly, the research highlights the positive influence of perceived personalization on brand attachment and customer loyalty, albeit with varying degrees of impact across these three dimensions. Perceived personalization appears to exert a stronger influence on brand engagement compared to brand attachment and customer loyalty. This positive correlation highlights the importance of personalization in social media advertising for key facets of consumer-brand relationships, advocating for tailored marketing strategies aligned with evolving consumer behaviors in the digital era.engPersonalizationSocial Media AdvertisementBrand engagementBrand attachmentCustomer Loyaltymaster thesis203519922