The Impact of Targeted Digital Advertising on Users' Purchase Intention with the Mediating Role of Media Trust

Abstract:

This study aims to investigate the impact of targeted digital advertising on users’ purchase intention, with a focus on the mediating role of media trust. The research adopts a quantitative approach and employs structural equation modeling (SEM) using SmartPLS4 software. The statistical population consists of active users of digital platforms (Instagram and Telegram) in Iran, among whom a sample of 350 individuals was selected through convenience sampling. Data were collected via a standardized questionnaire consisting of three main constructs: targeted digital advertising , media trust , and purchase intention. The validity of the instrument was confirmed through content validity, convergent validity, and divergent validity. Reliability was assessed using Cronbach’s alpha and composite reliability, both indicating acceptable levels. Findings reveal that targeted digital advertising has a positive and significant effect on both media trust and purchase intention. Moreover, media trust acts as a mediator, strengthening the indirect effect of targeted digital advertising on purchase intention. Model fit indices also suggest a good overall model fit. The results emphasize the importance of building trust in digital media to enhance the effectiveness of advertising. It is recommended that media organizations and marketers focus on improving the quality of advertising content, increasing transparency, and enhancing the credibility of digital platforms.