Analysing the Influence of Personalised Ad Mechanisms

This study sought to identify the purchasing behaviour of consumers in a virtual environment more specifically users of the facebook social network. The study is exploratory in nature as it seeks in general to understand the processes surrounding e-commerce including the digital marketing process which is essential for carrying out actions involving advertising mechanisms with the aim of understanding how individuals'' purchasing behaviour works in order to find better ways of approaching the public. To this end a questionnaire was carried out using the google forms platform to analyse and understand the socio-economic profile as well as the respondent''s perception of and interaction with the various types of adverts on the internet and social networks which try to induce the individual to make a purchase of a good or service related to the work in order to obtain the results of this research. In this way the analysis of purchasing behaviour in the virtual environment demonstrates the importance of understanding how advertising mechanisms affect respondents'' purchasing behaviour in the virtual environment.