Investigating the Effect of Facebook Ad recommendation on consumer Purchase intentions Applied on smartphones

Abstract

Purpose: The purpose of this research is that Facebook users' increased awareness of algorithms and ad recommendations diminishes their vulnerability to marketing because technology advances; this study investigates the impact of Facebook's ad recommendations on smartphones purchase intentions, addressing concerns of user insecurity and potential ad fatigue. Methodology: Researchers used mixed methods of data, secondary data for collecting more information on the research topic (Articles, journals, and books) and primary data for the reason of measuring the relationship between the variables by assessing the results of the conducted Arabic & English questionnaires among 108 participants but only 95 came across Facebook ad recommendations that consists of 37 Males and 58 Females and the results were computed using the IBM’s statistical package for the social sciences (SPSS) then analyzed by researcher to make the numbers become more meaningful by using Statistical techniques which are descriptive analysis, reliability test, correlation coefficient. Findings: Based on the statistics of findings, it shows that there is no relationship between advertisements recommendations and purchase intention. The statistics of findings show that there is insignificant impact between perceived benefits and purchase intention. In addition, based on the statistics of findings, it shows that there is a significant impact between Perceived benefits and Purchase intention. Implications: This research recommends for Facebook Company to conduct user experience analyses to understand how clutter in ad recommendations affects the overall navigation and satisfaction of users seeking information on smartphones. And, Prioritize and communicate robust privacy and security measures within Facebook ad recommendations for smartphones to address users' perceived insecurity and build trust.