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However, it is critical to recognize heterogeneity as a lurking factor in the online environment. People who frequently shop online responded favorably to retargeted ads in a facilitated survey, Email Campaigns demonstrating "personalization- acceptance" behavior. Less frequent online shoppers, on the other hand, tended to avoid ads and favor" content-annoyance" behavior. ...........................................

The relationship between engagement and Facebook advertising success was highlighted in a study by Zarrella ( 2010 ). Return on Advertising Spend ( ROAS ) was maximized statistically when advertisements with higher engagement attracted lower cost per click. We Are Social's ( 2021 ) digital report clarified that posts with a higher engagement factor triggered the" Facebook Edge-rank Algorithm," making them appear more frequently on users ' news feeds, further highlighting the importance of engagement.

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