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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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Marketing Research on the Impact of Targeted Advertising on Consumer Behavior in Ukraine
Horodnіak I. V., Melnyk N. V., Shchur M. Y.

Horodnіak, Iryna V., Melnyk, Nadiia V., and Shchur, Maksym Ye. (2026) “Marketing Research on the Impact of Targeted Advertising on Consumer Behavior in Ukraine.” Business Inform 2:423–431.
https://doi.org/10.32983/2222-4459-2026-2-423-431

Section: Management and Marketing

Article is written in Ukrainian
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UDC 339.138

Abstract:
The aim of the article is to identify the features of the impact of targeted advertising on consumer behavior in the digital environment and to substantiate directions for increasing the efficiency of marketing communications. Based on the analysis and generalization of scientific sources, the essence of targeted advertising, its tools, functions, and role in forming personalized interaction between the brand and the consumer are revealed. The study used the results of a questionnaire survey, which allowed assessing the frequency of contact with advertising messages, the level of trust in them, factors influencing purchase decisions, and the reaction to repeated advertising exposures. It was found that the key factors of efficiency are content relevance, visual appeal, social proof, and a clear value proposition. The practical significance of this study lies in substantiating recommendations to enhance the efficiency of targeted advertising through the combination of personalization, data analytics, and the integration of digital communication channels. Prospects for further research involve the development of automated advertising technologies and a deeper analysis of consumer behavior patterns.

Keywords: targeted advertising, consumer behavior, advertising, social media, personalization, marketing research.

Fig.: 8. Tabl.: 2. Bibl.: 13.

Horodnіak Iryna V. – Candidate of Sciences (Sociology), Associate Professor, Associate Professor, Department of Marketing, Ivan Franko National University of Lviv (1 Unіversytetska Str., Lvіv, 79001, Ukraine)
Email: [email protected]
Melnyk Nadiia V. – Masters Student, Ivan Franko National University of Lviv (1 Unіversytetska Str., Lvіv, 79001, Ukraine)
Email: [email protected]
Shchur Maksym Ye. – Postgraduate Student, Ivan Franko National University of Lviv (1 Unіversytetska Str., Lvіv, 79001, Ukraine)
Email: [email protected]

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