Year: 2025
Type: article
Study design: Observational Study
Abstract: Artificial Intelligence (AI) has significantly transformed personalized advertising across industries, including education and e-learning.AI-powered advertisements personalize content based on user behaviour, preferences, and learning needs, making educational promotions more targeted and impactful.However, limited research has explored how factors like AI-Powered Personalization, Ad Content Relevance, Visual and Interactive Appeal, Ad Placement and Timing, and Trust in AI and Platform Credibility influence consumer engagement in educational ads.This study addresses this gap by examining the impact of these variables on Consumer Engagement in Education and E-Learning Ads.The research adopted a quantitative methodology, collecting responses from 320 participants through a structured questionnaire using a five-point Likert scale.Principal Component Analysis and Regression Analysis were employed to test reliability, validity, and the relationships among variables.The results showed that AI-Powered Personalization, Ad Content Relevance, Ad Placement and Timing, and Trust in AI significantly influenced consumer engagement, while Visual and Interactive Appeal showed a lesser impact.The findings highlight the need for educational marketers to strategically use AI to personalize ads, maintain ad relevance, ensure appropriate timing and placement, and build trust to maximize user engagement.This study offers an incremental contribution by integrating AI advertising strategies into the education sector and providing practical insights for improving digital learning outreach.
Authors: Dr. Sanesh PV, Sabana Aazmi
Institution: Lovely Professional University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
SDG: Quality education
Open Access status: bronze
OpenAlex ID: W4410379447