Examining Consumers’ Perception And Engagement With Personalised Online Advertisements In Ghana

Abstract

Personalised online advertising has become a central strategy in digital marketing, yet consumer understanding and responses to such ads vary across contexts, particularly in developing digital markets like Ghana. This study investigates how consumer knowledge influences perceptions of personalised advertising and how these perceptions specifically relevance and privacy shape engagement behaviours such as clicking, liking, and commenting. The study also examines whether gender differences exist in consumers’ perceptions of personalised ads. A quantitative cross-sectional survey design was employed, using structured questionnaires distributed online. A sample of 151 Ghanaian internet users aged 18 and above participated in the study. Descriptive statistics, reliability tests, Pearson correlation, multiple regression, and independent-samples t-tests were conducted using SPSS. Composite scales measured consumer knowledge, perceived relevance, perceived privacy, and engagement behaviour, all demonstrating strong internal consistency. Findings revealed that while consumer knowledge is high, it does not directly predict engagement; instead, its influence is mediated by perceptions. Perceived relevance had a significant positive influence on engagement behaviours, indicating that when consumers find ads useful and personally meaningful, they are more likely to interact with them. Perceived privacy also significantly influenced engagement, suggesting that when consumers feel secure about how their data is handled, they respond more favourably. Additionally, a significant gender gap in technical awareness was identified, although both genders reported similar levels of privacy concerns and engagement. The study recommends that digital advertisers in Ghana prioritize transparency and data ethics to bridge the trust deficit identified in consumers. Furthermore, organisations should focus on enhancing the utility and relevance of ad content rather than increasing the frequency of tracking, as relevance and trust are the primary drivers of engagement. Finally, policymakers should implement digital literacy interventions to empower consumers, particularly women, with the technical knowledge necessary to navigate the complexities of data-driven advertising.