Impact of Personalized Instagram Advertisements on Gen Z Purchase Behaviour

The rapid growth of social media marketing has significantly changed the way consumers interact with brands and make purchase decisions. Instagram has emerged as one of the most influential digital marketing platforms, particularly among Gen Z users. Personalized advertising on Instagram enables brands to deliver targeted promotional content based on user interests, browsing patterns, and engagement behavior. This study examines the impact of personalized Instagram advertisements on Gen Z purchase behavior. Primary data was collected from 105 respondents through a structured questionnaire. The data was analyzed using percentage analysis and interpretative evaluation. The results show that Instagram is widely used among Gen Z users and personalized advertisements frequently match their interests. While personalized ads increase engagement and product exploration, their influence on final purchase decisions remains moderate. The study concludes that personalized Instagram advertising is most effective in influencing consumer awareness and product consideration rather than directly driving purchases.