THE IMPACT OF SOCIAL MEDIA CONTENT PERSONALIZATION ON CONSUMER ENGAGEMENT IN THE DIGITAL ERA

Abstract

In the rapidly evolving digital landscape, social media platforms have revolutionized the way brands interact with consumers through data-driven personalization. This study explores the impact of social media content personalization on consumer engagement, focusing on how algorithmic recommendations and tailored content influence users’ emotional, cognitive, and behavioral responses. Drawing upon the Stimulus– Organism–Response (S-O-R) model, Uses and Gratifications Theory (UGT), and Self- Determination Theory (SDT), this research integrates existing theoretical perspectives to explain the mechanisms linking personalized content and engagement outcomes. The study adopts a qualitative literature-based approach, synthesizing recent empirical findings from global studies published between 2018 and 2024. The analysis reveals that personalized content enhances perceived relevance and emotional connection, thereby increasing user attention, interaction, and loyalty toward digital brands. However, the results also underscore the personalization–privacy paradox, where users’ trust and willingness to engage are moderated by their privacy concerns and perceived data transparency. These findings emphasize that while personalization serves as a powerful engagement driver, its long-term effectiveness depends on ethical data use and consumer trust. The study concludes by proposing a balanced personalization framework that integrates technological precision with human-centered values, offering strategic insights for marketers and researchers navigating the complexities of digital engagement in the algorithmic era.