ABSTRACT
The growing synergy between machine learning (ML) and the evolving domain targeted advertising has created transformative shift in the way businesses interact with customers. In today’s competitive market place organisations can no longer afford to adopt generalised marketing strategies; instead, they are increasingly turning towards machine leaning algorithms to design digital advertising. The rapid growth of digital advertising has underscored in purchasing behaviour of customers. Digital advertising has become deeply intertwined with machine learning particularly when analysing purchasing behaviour of young consumers. The young consumers more active in social media comparing with traditional media like television, radio and newspapers. Because young customers are familiar with digital platforms, data-driven marketing strategies can best target them. Because it makes it possible for businesses to provide goods and services that are individualized to each customer, digital advertising has emerged as the predominant strategy.
The study examines effectiveness of digital advertising with integration of machine learning ML) technologies or systems in influencing buying behaviour of young consumers. This study used descriptive research which relies on secondary data sources. It includes academic journals and scholarly publications which related to digital marketing, digital advertising, artificial intelligence and consumer behaviour. 30 peer reviewed studies published between 2018 to 2025 were reviewed using content analytics and thematic analytics. Findings of the study reveal that machine learning technologies has influence significantly to enhance digital advertising through personalised advertising content, customer segmentation, predictive models. These enable businesses and organisations to have better understand consumer preference.
Key words: Digital Advertising, Machine Learning, Consumer Behaviour, Young Consumer
