Year: 2025
Type: article
Abstract: The transformation of digital technology and consumer behaviour is reshaping the development path of the advertising creativity field. This study delves into the bidirectional correlation mechanism between digital advertising creativity and user behaviour, revealing how behavioural data drives the optimisation of creative decision-making and how creative design precisely guides user conversion behaviour. The study constructs a multi-modal behaviour analysis framework and an intelligent creative generation system, proposing practical strategies to balance core contradictions such as precise personalisation and privacy protection, algorithm automation and creative uniqueness. Based on this, the paper proposes an integrated approach combining data infrastructure construction, layered creative strategies, and a multi-dimensional evaluation system, providing theoretical support and methodological guidance for digital marketing practices.
DOI: 10.54097/7gd47495
Author: Meng Xia
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4414089476