As social media becomes increasingly integrated into daily life, it has reshaped how people communicate and consume advertising. Instagram, a visually-oriented platform, uses advanced targeting and shopping features to deliver personalized advertising, particularly in the fashion retail sector. Grounded in the cognitive-affective-behavioral model and human information processing theory, this study investigates how Instagram’s personalized fashion advertising influences consumer perception and behavior, focusing on recommendation system quality (accuracy, novelty, diversity) and content quality (vividness, diagnosticity). A survey of 403 Korean adults aged 20–69 was conducted to assess causal relationships among these variables. The findings reveal that accuracy and diversity in recommendation systems, along with diagnosticity of content quality, positively influence user satisfaction, which, in turn, influences their click-through and purchase intentions. However, novelty and vividness exhibited no significant effects. Academically, the study contributes to a deeper understanding of the mechanisms underlying personalized advertising on visuallyoriented platforms like Instagram. Practically, it underscores the importance of creating high-quality, personalized content that aligns with user preferences and provides clear product information. Brands can enhance user engagement by designing visually appealing advertisements and optimizing linked web pages to foster emotional bonds with consumers. These strategies can cultivate long-term customer relationships and enhance brand loyalty while maximizing advertising effectiveness on Instagram.

Abstract
I. Introduction
Ⅱ. Theoretical Background andHypothesis Development
    1. Instagram
    2. Personalized advertising
    3. Cognition-affect-behavioral model
    4. Human information processing theory
    5. Recommendation system quality
    6. Content quality
    7. Users’ overall satisfaction with Instagrampersonalized advertising
    8. Click-through intention toward Instagrampersonalized advertising
    9. Purchase intention toward Instagrampersonalized advertising
Ⅲ. Research Method
    1. Research hypothesis and research model
    2. Measurement items and scale forquestionnaire
    3. Data collection and analysis method
Ⅳ. Analysis and Results
    1. Demographic characteristics
    2. Exploratory factor analysis and confirmatoryfactor analysis
    3. Analytical approach and testing of hypotheses
Ⅴ. Discussion and Conclusion
References

• Suhyun Jeon(Master, Dept. of Fashion Industry, Ewha Womans University, Korea) | 전수현 (이화여자대학교 의류산업학과 석사)
• Minjung Park(Professor, Dept. of Fashion Industry, Ewha Womans University, Korea) | 박민정 (이화여자대학교 의류산업학과 교수) Corresponding author