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@article{194735,
        author = {Gokul S Kaimal and Jankiben Khageshbhai and Dr Hiran Hasora},
        title = {Personalization and User Experience as Drivers of Consumer Engagement in Digital Advertising: Evidence from India},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {4948-4951},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=194735},
        abstract = {The rapid expansion of digital media has significantly altered the way consumers interact with advertising content. With users encountering advertisements continuously across social media platforms, OTT services, and e-commerce applications, conventional mass advertising approaches are gradually losing their effectiveness. In response, brands increasingly rely on personalization techniques supported by user experience (UX) design to create relevant and engaging interactions. This study investigates how personalization and UX collectively influence consumer engagement, trust, and perception of digital advertisements in India. A descriptive research design was adopted using primary data collected from 100 digitally active respondents through an online survey. Secondary sources such as academic journals and industry reports were also reviewed to support the analysis. The findings indicate that personalized advertisements improve relevance, attention, and brand recall; however, overly targeted advertisements generate privacy concerns and avoidance behaviour. The study further reveals that a well-designed user experience reduces irritation and strengthens trust, even in personalized advertising environments. The research concludes that sustainable digital advertising success depends on achieving an optimal balance between personalization and user experience.},
        keywords = {Personalization, User Experience (UX), Digital Advertising, Consumer Engagement, Brand Management},
        month = {March},
        }