Perceived Intrusiveness vs Relevance: A PLS-SEM Analysis of Personalized Advertising in Morocco

This study investigates how Moroccan users experience and interpret digital content that seems tailored to their personal profiles. While many participants recognize the relevance of such content, their willingness to engage depends less on accuracy and more on whether they feel respected and in control. Based on 629 survey responses and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM), the findings indicate that perceived control is the most influential factor in building trust, which in turn strongly predicts engagement. Conversely, when content feels intrusive or when users have concerns about how their data is managed, trust declines—even if the targeting appears accurate. These results imply that people do not simply react to what they receive but also to the manner in which it is delivered and explained. In a rapidly digitizing environment like Morocco, where awareness of data rights remains limited, trust and transparency emerge as essential foundations for meaningful digital interaction. The study provides practical insights for marketers and platforms aiming to design targeting strategies that are not only effective but also ethically responsible and aligned with users’ expectations.