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Journal articles on the topic 'Marketing personalization'
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1
Ono, Akinori. "Customization and Personalization." Japan Marketing Journal 40, no. 1 (2020): 3–5. http://dx.doi.org/10.7222/marketing.2020.030.
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Li, Tsai‐Yen, Sheng‐Luen Chung, and Kuo‐Kan Liao. "Personalization for network marketing." Journal of the Chinese Institute of Engineers 27, no. 5 (2004): 621–30. http://dx.doi.org/10.1080/02533839.2004.9670910.
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Peteva, Violeta. "The Personalization in Retailing - Problems and Challenges." Izvestia Journal of the Union of Scientists - Varna Economic Sciences Series 13, no. 2 (2024): 69–79. https://doi.org/10.56065/ijusv-ess/2024.13.2.69.
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The concept of personalization, which is based on the idea of a personal relationship with consumers, is not at all a new concept for business. It has been used in the world of marketing and retailing for a long historical period. But in modern conditions, personalization rises to a whole new level, and is carried out through new mechanisms. It becomes an essential component of modern retailing, a key element of competitive strategy, as well as a sustainable competitive advantage. Today, modern consumers expect personalization throughout their entire interaction with a retailer – across all possible touch points (online and offline). The article examines the evolution of the concept of personalization from the traditional marketing approach to the interruption marketing and permission marketing; the relationship between personalization and permission marketing; the opt-in marketing; the relationship between personalization and interruption marketing; the e-marketing mix and the place of personalization in it. The challenges to personalization are examined, which are technological, financial, organizational, and also related to the privacy and protection of consumers personal data.
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Liu, Huanyu. "The Role of Personalization in Modern Digital Marketing: How Tailored Experiences Drive Consumer Engagement." Strategic Management Insights 1, no. 8 (2024): 34–40. http://dx.doi.org/10.70088/0v98zt16.
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This article examines the role of personalization in modern digital marketing and its impact on consumer engagement. It begins by exploring the fundamentals of personalization, defining it in the context of marketing, and identifying different types of personalization techniques. The article highlights the crucial role of data collection and usage in personalization, addressing ethical and privacy concerns. It also discusses how personalization enhances the user experience and the metrics used to measure consumer engagement. The challenges marketers face, such as technological barriers and the risks of over-personalization, are analyzed. Lastly, the article looks ahead to future trends, including the rise of artificial intelligence and hyper-personalization, as well as the growing use of automation to further refine tailored marketing strategies.
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Muminov, Hojiakbar. "PERSONALIZATION IN EMAIL MARKETING HOW TO INCREASE OPEN RATES AND ENGAGEMENT." European Journal of Artificial Intelligence and Digital Economy 1, no. 8 (2024): 36–41. https://doi.org/10.61796/jaide.v1i8.885.
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Email marketing remains one of the most powerful tools for digital marketers, with a return on investment (ROI) that surpasses many other channels. However, the effectiveness of email campaigns hinges significantly on personalization. This article explores the critical role of personalization in email marketing, focusing on strategies to increase open rates and engagement. It delves into various personalization techniques, such as segmentation, dynamic content, behavioral triggers, and machine learning algorithms, that can be used to create highly targeted and relevant email experiences. Additionally, the article examines the impact of personalized email marketing on customer retention, loyalty, and overall marketing effectiveness. We also discuss the challenges associated with personalization, including data privacy concerns and the technical complexities of implementing advanced personalization strategies. Supported by over 20 scholarly references, this article provides a detailed, scientific exploration of how businesses can leverage personalized email marketing to drive engagement and maximize their ROI.
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Sangami, P. "Customer Segmentation and Personalization in Marketing." ComFin Research 13, S1-i2 (2025): 19–21. https://doi.org/10.34293/commerce.v13is1-i2.8726.
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Client division is the sharpen of isolating your client base into smaller bunches based on shared characteristics like socioeconomics, behaviors, or interface, while personalization is the act of fitting advancing messages and experiences to individual clients based on their specificdata and needs, fundamentally making a more germaneexperience for each personinterior a part.
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Yashwant, Salunkhe Rohit, and Khedkar Chetan Eknath. "Personalization and Privacy in Email Marketing." INTERNATIONAL JOURNAL OF ADVANCED RESEARCH IN COMMERCE, MANAGEMENT & SOCIAL SCIENCE 08, no. 02(I) (2025): 61–70. https://doi.org/10.62823/ijarcmss/8.2(i).7400.
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Email marketing has emerged as a pivotal tool in digital communication, evolving through the integration of personalized content, advanced technologies, and heightened ethical considerations. This literature review synthesizes empirical research on how personalized strategies—such as tailored subject lines and individualized recommendations—enhance engagement metrics like open and click-through rates, while also potentially triggering privacy concerns if perceived as intrusive. Concurrently, technological advancements, including big data analytics and AI-driven segmentation, offer powerful means to optimize campaign performance but risk diminishing the human touch and authentic brand voice if over-automated. The review further examines the ethical implications of collecting and utilizing consumer data, emphasizing the need for transparency and compliance with regulations such as GDPR. Methodological limitations, including reliance on short-term performance indicators and small-scale datasets, are discussed, highlighting significant gaps in understanding long-term consumer behavior and cross-channel integration. The findings underscore that effective email marketing requires a balanced approach that leverages data-driven insights while maintaining user trust and autonomy. Future research should adopt more robust, longitudinal, and mixed-methods designs to address these gaps and refine strategies that reconcile personalization benefits with ethical data practices.
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Ball, Dwayne, Pedro S. Coelho, and Manuel J. Vilares. "Service personalization and loyalty." Journal of Services Marketing 20, no. 6 (2006): 391–403. http://dx.doi.org/10.1108/08876040610691284.
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Shahid, Saad, and Rida Ayaz. "Practicing Market Orientation for Customer Engagement: The Mediating Effect of Personalization and Multi-Channel Marketing." Lahore Journal of Business 7, no. 1 (2018): 1–32. http://dx.doi.org/10.35536/ljb.2018.v7.i1.a1.
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The purpose of this study is to examine whether an organization can create customer engagement by practicing market orientation, personalization and using multi-channel marketing. The proposed conceptual framework is empirically tested using quantitative data. Survey data were collected from 240 students of both private and public universities in Pakistan. The findings show support that market orientation and personalization do not lead to customer engagement but multi-channel marketing does have a relationship with customer engagement. The proposed mediation of personalization and multi-channel marketing was not empirically supported. The results of this research suggest that firms should practice multi-channel marketing to interact with the target market. Multi-channel marketing is most likely to keep the existing and potential consumers engaged. This study adds value to the literature by providing an explanation of the impact of the two inbound marketing themes; personalization and multi-channel marketing and their consequent relationship with customer engagement.
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S. Logalakshmi and S. Poornima. "AI-POWERED PERSONALIZATION ALGORITHMS FOR DIGITAL MARKETING." International Journal of Trendy Research in Engineering and Technology 09, no. 03 (2025): 45–49. https://doi.org/10.54473/ijtret.2025.9306.
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This research examines the impact of AI-powered personalization algorithms on digital marketing strategies. As customer engagement and content personalization become critical for business success, AI technologies like machine learning, data mining, and deep learning are employed to customize marketing tactics for individual consumers. The study investigates how these algorithms enhance the overall customer experience, increase marketing ROI, and improve conversion rates by offering personalized content in real-time. A survey of 81 participants from diverse industries assesses their views on personalized marketing and its efficiency. The analysis employs advanced statistical methods, such as correlation and regression analysis, to measure the relationship between AI-driven personalization and consumer engagement. The results indicate that AI personalization significantly enhances customer satisfaction and purchasing behavior.
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Gogokhia, Temur, and Luka Nadirashvili. "Data Analytics and Personalization: The Future of Successful Marketing." International Journal of Social Sciences 5, no. 1 (2025): 131–51. https://doi.org/10.55367/ujui5930.
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Modern marketing increasingly relies on data analytics and personalization, which have become critical factors for enhancing customer experience and maintaining brand competitiveness. Data analytics enables companies to better understand consumer behavior, predict their needs, and develop highly targeted marketing strategies. At the same time, personalization has evolved from basic segmentation to hyper-personalization, where artificial intelligence and machine learning generate unique offers tailored to individual users. From Amazon’s recommendation system to Netflix’s content personalization, companies actively leverage data to create more relevant and effective interactions with their customers. However, the extensive use of data also raises concerns regarding consumer privacy and trust. Regulations such as GDPR and CCPA require businesses to adopt ethical and transparent data collection and processing practices. This article explores how data analytics and personalization are transforming marketing strategies, how AI-driven technologies enhance customer experience, and what challenges arise in balancing data-driven marketing with privacy concerns.
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Denis, Zabolotnyi. "Personalization Of Marketing Communications in The Photographic Equipment Trade." American Journal of Management and Economics Innovations 07, no. 06 (2025): 115–23. https://doi.org/10.37547/tajmei/volume07issue06-12.
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This article substantiates the necessity of implementing individualized approaches in the digital retail of photographic equipment. The relevance of the study is driven by the rapid growth in volumes of behavioral and transactional data and the high competitiveness of the online market, where up to 80% of consumers expect personalized offers from brands and are willing to share their data to improve service quality. The objectives of the work are a systematic review of the theoretical foundations of one-to-one marketing, an analysis of the scale of CRM and CDP platform usage, and an assessment of the economic effect of applying algorithmic recommendation systems in the photographic equipment segment. The novelty of the research lies in the comprehensive combination of industry statistics analysis with concrete personalization techniques for photographic equipment, including differentiated content for novices and professionals. For the first time, the author integrates data on the multiplicative effect of personalized scenarios—a 288% increase in conversion and a 369% rise in average order value when interacting with dynamic recommendations—with market development forecasts for accessories and ROI metrics of email campaigns. The main conclusions confirm that the implementation of an end-to-end data → model → offer architecture based on the CRM + CDP linkage and machine learning not only nearly triples purchase likelihood and quadruples average order value but also reduces customer acquisition costs by up to 50%, while simultaneously increasing customer lifetime value and loyalty. Successful strategy execution requires the consolidation of transactional, behavioral, and demographic data, continuous A/B testing, and optimization of content chains according to consumer experience level. This article will be useful for marketers, product managers, and e-commerce executives specializing in photographic equipment sales.
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Liu, Shuang, and Ursula D. Regua Orlina. "Personalization and Customer Relationship Management (CRM) in Marketing Strategies for Elderly Care Communities." International Journal of Social Science and Humanities Research 12, no. 3 (2024): 87–91. https://doi.org/10.5281/zenodo.12773950.
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<strong>Abstract:</strong> The effectiveness of marketing strategies in elderly care communities is increasingly dependent on personalization and robust Customer Relationship Management (CRM) systems. This paper examines the pivotal role these elements play in enhancing customer engagement and satisfaction. By tailoring marketing messages to the unique needs and preferences of potential residents and their families, elderly care communities can create more meaningful connections and foster trust. The implementation of CRM systems is crucial for managing and nurturing these relationships over time. This study utilizes case studies from various elderly care communities to illustrate successful personalization techniques and CRM applications. It analyzes the impact of these strategies on key performance indicators such as lead conversion rates, customer satisfaction, and resident retention. Findings suggest that personalized marketing efforts, supported by effective CRM systems, significantly enhance the overall marketing efficacy and operational success of elderly care communities. The paper concludes with recommendations for best practices in personalization and CRM implementation to optimize marketing outcomes and improve resident experiences. <strong>Keywords:</strong> Personalization, Customer Relationship Management (CRM), Elderly Care CommunitiesMarketing, Marketing Strategies, Resident Satisfaction. <strong>Title:</strong> Personalization and Customer Relationship Management (CRM) in Marketing Strategies for Elderly Care Communities <strong>Author:</strong> Liu Shuang, Orlina Ursula D. Regua <strong>International Journal of Social Science and Humanities Research </strong> <strong>ISSN 2348-3156 (Print), ISSN 2348-3164 (online)</strong> <strong>Vol. 12, Issue 3, July 2024 - September 2024</strong> <strong>Page No: 87-91</strong> <strong>Research Publish Journals</strong> <strong>Website: www.researchpublish.com</strong> <strong>Published Date: 18-</strong><strong>July-2024</strong> <strong>DOI: https://doi.org/10.5281/zenodo.12773950</strong> <strong>Paper Download Link (Source)</strong> <strong>https://www.researchpublish.com/papers/personalization-and-customer-relationship-management-crm-in-marketing-strategies-for-elderly-care-communities</strong>
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Verma, Shruti, and Dr Sabeeha Fatma. "How Personalization and AI Are Transforming Digital Marketing Campaigns." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 03 (2025): 1–9. https://doi.org/10.55041/ijsrem42751.
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In the rapidly evolving digital marketing landscape, personalization and artificial intelligence (AI) have emerged as transformative forces, revolutionizing how brands engage with their audiences. This paper explores the integration of AI-driven personalization in digital marketing campaigns, highlighting its impact on consumer experience, brand loyalty, and overall campaign effectiveness. AI-powered algorithms leverage vast amounts of data to analyze consumer behavior, preferences, and purchasing patterns, enabling brands to deliver highly relevant content, product recommendations, and targeted advertisements in real time. Machine learning models, predictive analytics, and natural language processing (NLP) enhance personalization by automating customer interactions through chatbots, virtual assistants, and AI-driven email marketing campaigns. Additionally, AI facilitates dynamic content optimization, ensuring that marketing messages resonate with individual users based on their browsing history, location, demographics, and psychographics. The benefits of AI-driven personalization extend beyond enhanced user experience; businesses experience increased conversion rates, improved customer retention, and higher return on investment (ROI). However, challenges such as data privacy concerns, ethical considerations, and the need for continuous algorithm refinement must be addressed to ensure responsible AI implementation. This study underscores the necessity for brands to adopt AI-driven personalization strategies to maintain a competitive edge in the digital marketing sphere. As AI technology continues to evolve, its role in shaping customer-centric marketing campaigns will become even more significant, paving the way for hyper-personalized, automated, and data-driven marketing strategies that foster meaningful customer relationships.
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Jackson, Donald W. "Relationship Selling: The Personalization of Relationship Marketing." Asia-Australia Marketing Journal 2, no. 1 (1994): 45–54. http://dx.doi.org/10.1016/s1320-1646(94)70277-x.
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Zhukov, S., O. Zarichna, V. Bondarenko, S. Soima, and V. Fedurtsia. "THE ROLE OF PERSONALIZATION IN MODERN MARKETING." Інвестиції: практика та досвід, no. 7 (April 3, 2025): 21–26. https://doi.org/10.32702/2306-6814.2025.7.21.
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Hemker, Sophie, Carolina Herrando, and Efthymios Constantinides. "The Transformation of Data Marketing: How an Ethical Lens on Consumer Data Collection Shapes the Future of Marketing." Sustainability 13, no. 20 (2021): 11208. http://dx.doi.org/10.3390/su132011208.
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With a mass of customer data at our fingertips and the ability to use it to individualize promotion strategies, marketing communications, and product offerings, marketing activities are becoming more and more tailored to the individual customer. However, as concerns about online privacy and the handling of personal data take on an ever-increasing significance, marketers must increasingly evaluate and adapt their personalization and data collection methods. As a result, there is an increasing demand to take a critical look at the collection of data for personalization processes from an ethical perspective and to consider implications for further initiatives to maintain consumers’ trust. This research study utilizes a systematic literature review approach to investigate the current state of knowledge on the tradeoff between personalization and customer privacy by synthesizing and integrating extant knowledge. From the results of the present study’s search process, 20 articles were selected and analyzed for this review. Findings emphasize the importance of strengthening consumer relationships by increasing consumer trust, loyalty, confidence, and emotional attachment through specific organizational activities. The adaptation of marketing-related activities can thereby create a competitive advantage for data-collecting companies, as consumer backlash and privacy concerns decrease, and the willingness to disclose data increases. The current research contributes to the field of marketing by reviewing the issue of increasing personalization at the cost of customer privacy and explores how the resulting ethical considerations may affect the future of marketing practices. It thereby serves to help marketeers to implement effective strategies to ensure customer relationships and the resulting willingness to disclose personal data for personalization processes.
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Qasim, Dhia, and Amin Khalifeh. "Implementing digital marketing using artificial intelligence." International Journal of Innovative Research and Scientific Studies 8, no. 3 (2025): 2377–84. https://doi.org/10.53894/ijirss.v8i3.6993.
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This paper aims to discuss the application of AI in digital marketing, its role in enhancing decision-making, personalization, and campaign performance along the customer's journey. This study employs a qualitative research approach to investigate the strategic application of AI in digital marketing, drawing on recent academic literature, industry reports, and case studies. Thematic coding was applied to identify key patterns and emerging themes such as predictive analytics, customer personalization, and performance optimization. The key applications are big data analytics, content personalization, omnichannel integration, automated content generation, and dynamic customer interaction. The evidence suggests that the strategic use of AI not only enhances customer satisfaction and conversion rates but also improves operating efficiency and fosters long-term brand loyalty. As digital ecosystems continue to evolve, AI emerges as a key driver of innovation and digital marketing competitiveness. The study leverages existing academic and practical knowledge to describe how AI equips organizations with the capacity to manage enormous datasets, automate marketing functions, and deliver hyper-personalized experiences.
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Nugraha, Erie Riza. "Consumer Narratives on AI-Based Marketing Personalization Experiences: A Study of Habitus and Social Capital in the Jabodetabek Area." International Journal of Innovation and Thinking 2, no. 1 (2025): 13–24. https://doi.org/10.71364/ijit.v2i1.8.
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This study aims to explore consumer narratives related to artificial intelligence (AI)-based marketing personalization experiences with a habitus and social capital approach in the Jabodetabek area. The study was conducted using qualitative methods through literature studies and library research to understand the socio-cultural dynamics that influence consumer interactions with AI-based marketing technology. The results of the study indicate that Jabodetabek consumers interpret marketing personalization as a form of innovation that offers convenience and relevance, but is not free from concerns about data privacy. Local habitus influenced by community norms, values, and habits also shape consumer responses to this technology. In addition, social capital, in the form of trust and community networks, plays an important role in determining the acceptance or rejection of AI-based personalization. Consumers who have high trust in relevant brands tend to be more receptive to personalization, while those who feel less transparency in the management of personal data show skepticism. This study also found that cultural relevance and local context are key factors in creating effective and meaningful personalization experiences. Thus, AI-based marketing strategies need to integrate a consumer-focused approach that is personal, ethical, and inclusive of local values. These findings are expected to contribute to the development of more adaptive and sustainable AI-based marketing strategies in the Jabodetabek area and other areas with similar characteristics.
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Dr. Vijay Wagh and Dr. G. Ramesh. "A Study on The Role of AI in Hyper-Personalization Marketing of FMCG Products." Economic Sciences 20, no. 2 (2024): 267–78. https://doi.org/10.69889/kpr5pr58.
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AI, machine learning, and real-time data analytics are just a few of the cutting-edge technology that hyper-personalization marketing uses to create incredibly customised client experiences. Hyper-personalization creates customised marketing tactics by utilising purchase history, extensive behavioural data, and real-time interactions, in contrast to typical personalisation, which depends on fundamental client information. At each step of the purchasing process, this strategy caters to the unique needs and preferences of the consumer to increase engagement, boost conversion rates, and strengthen brand loyalty. The purpose of conducting this research is to evaluate the role of AI in hyper-personalization marketing of FMCG products. The technique used in this study is one sample t-test. The findings indicated that Personalized product recommendation, Enhanced customer experiences thorough AI drivers chatbots and virtual assistants, Sentiment analysis through customer feedback, Time saving, improves decision making, Enhanced customer support, Predictive assistances for future needs and Improved loyalty programs are the significant high impact role of AI in hyper personalization marketing to the buyers. Whereas, Customer segmentation, Customer retention, Customer satisfaction, Customer journey mapping, Inventory management, Cross selling and upselling, Customer engagement, Increases sales, reduces marketing cost and Increases
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Srivastava, Aditi. "Digital Persuasion: Measuring the Effectiveness of Influencer and Content Marketing on Indian Consumers." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem49772.
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Abstract: This paper investigates the effectiveness of influencer and content marketing in the context of Indian consumers. It highlights how digital persuasion strategies—especially influencer endorsements and personalized content—affect consumer behavior, trust, and brand loyalty. Based on mixed-method data collected from consumers and marketing professionals through surveys and secondary sources, the study finds that influencer marketing enhances relatability and authenticity, while content marketing promotes sustained engagement. AI-powered personalization further optimizes targeting and campaign outcomes. The findings suggest that successful digital persuasion requires a strategic combination of credible influencers, engaging content, and data-driven insights. Keywords: Influencer marketing, content marketing, digital persuasion, Indian consumers, brand loyalty, AI personalization
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Lee, Eun-Jung, and Jung Kun Park. "Online service personalization for apparel shopping." Journal of Retailing and Consumer Services 16, no. 2 (2009): 83–91. http://dx.doi.org/10.1016/j.jretconser.2008.10.003.
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Anto Alson Raja A. "How Personalization Is Shaping Consumer Behavior : An Analysis of Data-Driven Marketing Trends." International Journal of Scientific Research in Science, Engineering and Technology 11, no. 5 (2024): 237–41. http://dx.doi.org/10.32628/ijsrset24115116.
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The paper “How Personalization Is Shaping Consumer Behaviour: An Analysis of Data-Driven Marketing Trends” seeks to also analyse data mining in marketing and the extent to which personalization contributes to consumer behaviour. This relates to how with data and technology the use of Artificial Intelligence can replace and transform marketing and the ability for businesses to offer personalized experience. This means that through email marketers, consumer intimacy will be possible in some ways, which include but not limited to the following: product communication or advertisement. At the same time, the article raises questions, such as security of personal information and the benefits, which may be hazardous, resulting from constant request. The use of AI and machine Learning in personalization in marketing will grow stronger to improve the customers experience and meanwhile ensure a balanced and ethical approach.
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Rai, Nimisha, and Dr Akhilesh Chandra Pandey. "Marketing Cues in Industry 5.0: Journey to Hyper Personalization." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 02 (2024): 1–13. http://dx.doi.org/10.55041/ijsrem28871.
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The industrial landscape is in the midst of a transformation from Industry 4.0 to Industry 5.0, characterized by technological advancements, increased automation, and a greater reliance on data-driven decision- making. Industry 5.0 has a profound impact on marketing by introducing a new era of hyper- personalization and leveraging advanced technologies to enhance consumer engagement: reshaping marketing and consumer engagement strategies. Following a descriptive research methodology, the paper presents a comprehensive assessment of the changing role of marketing cues as it adapts to this shifting landscape. It investigates the transformation of marketing strategies in terms of cues, from traditional times to the emerging trend of hyper-personalization, which accompanies the transition to Industry 5.0. Secondary data from academic journals, scholarly articles, research papers, and industry reports are used in obtaining insights how marketing cues have adapted and their implications within the context of Industry 5. The study concludes that Industry 5.0 has brought about a revolution in marketing by seamlessly integrating technologies like artificial intelligence (AI), the Internet of Things (IoT), big data and real time technologies and many more. The extensive aim is to create an intelligent, interconnected system where machines and devices communicate and collaborate throughout the marketing process. Keywords; Industry 5.0, Hyper- Personalisation, Marketing Cues,
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Mendoza, Julio Alfonso González, Héctor Hugo Mora Franco, and Onier Alexander Pinto Torres. "Artificial Intelligence in Digital Marketing: Quantitative Analysis of Its Impact on Customer Personalization." Journal of Posthumanism 5, no. 6 (2025): 4206–18. https://doi.org/10.63332/joph.v5i6.2596.
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The objective of this research is to systematically and quantitatively analyze the impact of artificial intelligence (AI) on customer personalization within digital marketing, using the PRISMA methodology. To this end, research was conducted in the Scopus and Web of Science databases, using the following keywords: artificial intelligence, digital marketing, and customer personalization. Initially, 44 documents were identified; however, after applying the inclusion criteria, 18 studies were deemed eligible for further analysis. The findings indicate that artificial intelligence (AI) has profoundly transformed marketing strategies, enabling the customization of content, services, and experiences to individual consumer needs in real time. Automated personalization has been demonstrated to enhance the efficacy of marketing campaigns, thereby fostering enhanced customer loyalty and satisfaction. Advancements were identified in conversational marketing, predictive systems, data analytics, and process automation, which serve to strengthen the company-consumer relationship. However, ethical challenges related to data privacy and algorithmic transparency are also recognized. It is concluded that artificial intelligence represents a strategic opportunity to design more relevant, dynamic, and user-centered customer experiences, provided that its implementation is carried out under ethical principles and digital responsibility. This review makes a significant contribution to the field of digital marketing by providing a systematic overview of the current state of knowledge in this area and by proposing new research directions that explore the interaction between artificial intelligence (AI) and personalization in commercial contexts.
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Wang, May, Stella Cho, and Trey Denton. "The impact of personalization and compatibility with past experience on e-banking usage." International Journal of Bank Marketing 35, no. 1 (2017): 45–55. http://dx.doi.org/10.1108/ijbm-04-2015-0046.
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Purpose Banks and financial services providers are increasingly delivering their services via electronic banking, also known as e-banking. Yet even though this type of delivery is now common, the degree of personalization in the services provided via this channel exhibit considerable variation. The purpose of this paper is to examine the impact of service personalization on consumer reaction to the e-banking service. Based on research of information and communication technology (ICT) service innovation and the Unified Theory of Acceptance and Use of Technology (UTAUT) model, this study further examines one contingent factor, compatibility with previous experience with e-banking. This study focuses on the interactions effect of personalization and technology compatibility on customer e-banking service usage. Design/methodology/approach A survey was conducted to investigate the impacts of personalization on e-banking usage decision process and the interactions between personalization and compatibility with past e-banking experience. Quota sampling was applied and different type of customers were approached in 30 branches of the commercial bank. Data were collected from a sample of 181 banking customers in a metropolitan region in southern China. Findings The results indicated that personalization leads to increased performance expectancy and decreased effort expectancy, which in turn lead to increasing intention to continue to use e-banking services. In addition, compatibility with previous e-banking experience and personalization produces an interaction effect on both performance expectancy and effort expectancy. Research limitations/implications The theoretical contribution of this study is to demonstrate how the contingent factor of compatibility moderates the impact of personalization, thus extending the UTAUT model in the area of e-banking service adoption. Implications are twofold: personalization influences evaluations of both utility and ease of use, and the effect is magnified when compatibility with prior e-banking experience is factored into the model. This is an important extension and future research should examine whether the same relationship holds in other industries using new technologies to deliver services. The UTAUT model, after extension by including the moderating impact of compatibility, works well in demonstrating the impact of various factors on the adoption of a new technological delivery system for a service. Practical implications This study has two significant implications for managerial practices. First, the study sheds lights on the segmentation of e-banking customers. Modern marketers know that the best way to engage with consumers is through personal messaging strategies and should make great efforts to identify customers before trying to reach them. In the e-banking realm, consumer banking preferences keep changing. With a clear understanding of the different consumer banker segments, financial institutions can identify which channels appeal to them. For example, some users are more likely than average to use e-banking. Second, this study helps e-banking service provider design different personalized e-banking service for different customers. Social implications This study sheds light on social value of personalization, particularly among those new to a delivery platform. Originality/value This study provides evidence demonstrating that personalization increases customer perceptions of performance expectancy and decreases effort expectancy, and that the effect is most profound for customers with limited level of perceived compatibility with past experience with e-banking. This paper extended the UTAUT model and research on ICT service innovation by providing more insights on the impacts of e-banking service personalization and the contingency impact of user’s background in e-banking context.
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SIDDIQUE, MOHD ANAS. "A Study on the Role of AI Personalizing Digital Marketing Strategies." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50598.
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Abstract- This study examines the disruptive nature of Artificial intelligence (AI) in the personalization of digital marketing approaches and its effect in improving consumer response and business outcomes. As AI technologies including machine learning, predictive analytics, and natural language processing spread, marketers can bring an ever-greater level of personalization to the content, offers, and customer experiences based on individual preferences and behaviors in real time. The research design is descriptive and the data is gathered through structured questionnaires addressed to marketing professionals and consumers in order to evaluate the awareness, effectiveness, challenges, and ethical concerns related to the AI-driven personalization. The results indicate that AI greatly enhances the accuracy of targeting, customer satisfaction and efficiency in the process of marketing, and also notes the obstacles which include prohibitive cost of implementation, shortage of skills and privacy concerns. The concept of ethical use of data, transparency turned out to be the important factors affecting consumer acceptability and trust. The study provides empirical data to the emerging field of research about AI in marketing and provides practical suggestions about how businesses can get the best of AI integration without causing any harm. The present paper contributes to the strategic significance of AI in the future of digital marketing and preconditions the additional research on the rising AI technologies and ethical considerations. Keywords- Artificial Intelligence, Digital Marketing, Personalization, Consumer Engagement, Machine Learning, Predictive Analytics, Ethical Considerations, Customer Experience, Marketing Strategy.
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Researcher. "THE DATA-ETHICS PARADOX: RECONCILING MARKETING PERSONALIZATION WITH CONSUMER PRIVACY IN DIGITAL OPERATIONS." International Journal of Research In Computer Applications and Information Technology (IJRCAIT) 7, no. 2 (2024): 914–23. https://doi.org/10.5281/zenodo.14050402.
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This article examines the complex intersection of marketing operations and consumer privacy in the era of data-driven personalization. Through a mixed-methods approach combining quantitative analysis of industry practices (n=245) and qualitative assessment of consumer perspectives (n=48), we investigate the ethical implications of advanced data collection techniques in modern marketing operations. Our findings reveal a significant disconnect between marketing practitioners' drive for personalization and consumers' privacy expectations, with 73% of consumers expressing concern about data collection practices while simultaneously demonstrating preference for personalized experiences. We propose a novel ethical framework for data collection that emphasizes three key pillars: transparent disclosure, granular consent mechanisms, and consumer data sovereignty. The article contributes to both theoretical understanding and practical application by developing actionable guidelines for marketing operations that balance innovation with privacy protection. The findings suggest that organizations implementing the proposed framework demonstrate a 42% increase in consumer trust metrics while maintaining personalization effectiveness. This article advances the discourse on digital marketing ethics and provides a roadmap for future research into sustainable, privacy-conscious marketing practices in an increasingly data-driven landscape.
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Rahman, Ahmad Vajri, Riri Putri Dika, and Awalul Khairi. "Personalization vs. Privacy: Balancing Customer Data Use with Ethical Marketing Practices." Equator Journal of Management and Entrepreneurship (EJME) 12, no. 4 (2024): 349–56. http://dx.doi.org/10.26418/ejme.v12i4.82521.
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This study explores the balance between personalization and privacy in ethical marketing practices, examining how companies can effectively use customer data for personalized marketing without violating privacy rights. As personalization has become a crucial element in enhancing customer experiences, privacy concerns have escalated, driven by the increasing volume of data breaches and stricter privacy regulations such as GDPR and CCPA. Through a qualitative approach, the research gathers insights from key stakeholders, including customers, companies, and regulators, using in-depth interviews and focus group discussions. The findings reveal that while customers value personalization, they are highly concerned about data privacy, emphasizing the need for transparent consent-driven practices. Companies face challenges navigating complex data privacy regulations, but those prioritizing ethical data use, such as Apple with its privacy-centric strategies, are more successful in maintaining customer trust. This study highlights the importance of integrating technologies like data anonymization, encryption, and blockchain to protect customer privacy while enabling effective personalization. However, limitations such as the sample size and scope of the study suggest that further research is needed to explore the long-term effects of privacy regulations on marketing innovation and to offer sector-specific solutions for balancing personalization and privacy. This research provides valuable insights for businesses, regulators, and customers in navigating the evolving landscape of data-driven marketing.
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Rahman, Md Matiur. "The Role of Customer Relationship Management (CRM) Systems in Enhancing Marketing Strategies." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50940.
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In the digital-first economy, organizations are increasingly relying on Customer Relationship Management (CRM) systems as a central pillar of their marketing strategy. These systems play a pivotal role in integrating customer data, improving segmentation, enhancing personalization, and enabling more effective campaign management. This research paper critically explores how CRM systems enhance marketing strategies by fostering deeper customer relationships, improving communication, and driving strategic decision-making. Drawing from extensive literature and conceptual analysis, the study concludes that CRM is essential for creating agile, customer-centric marketing frameworks in today’s competitive environment. Keywords CRM, Marketing Strategy, Customer Retention, Campaign Management, Personalization, Marketing Analytics, Customer Engagement.
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Jensolin Abitha Kumari J. and Preeti R. Gotmare. "Impact of Customer Perception of Value Co-Creation for Personalization in Online Shopping." International Journal of E-Business Research 18, no. 1 (2022): 1–20. http://dx.doi.org/10.4018/ijebr.309388.
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Electronic commerce firms adopt advanced technologies to provide personalization of marketing-mix with data for personalization co-created by consumers. This study explores customer's perception of value co-creation and how it impacts intention to co-create value. Customer perception of value co-creation for personalization in an e-commerce context was operationalized as second order construct comprising of fulfilment, service recovery, price perception, algorithmic fairness, personalization benefits, security, and privacy. Survey results of 638 respondents analyzed using AMOS showed that process quality and relationship quality mediate the relationship between customer's perception of value co-creation and intention to co-create value with relationship quality showing stronger effect. Thus, this study contributes to marketing value co-creation literature and provides implications for practicing managers.
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Yulandri, Elsa, Ratih Hurriyati, and Puspo Dewi Dirgantari. "Disclosure Within Shopping Apps-Mobile Based: Usage Determination Factors." Wiga : Jurnal Penelitian Ilmu Ekonomi 14, no. 2 (2024): 302–21. https://doi.org/10.30741/wiga.v14i2.1216.
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Although Indonesia is recorded as the third-largest country in terms of mobile shopping application installations globally, the level of mobile shopping activity remains low. This study employs a quantitative research design to analyze the roles of personalization, direct marketing, and hedonic value in shaping behavioral intentions and their impact on the usage behavior of mobile shopping applications. Data were collected through a survey using a purposive sampling technique, involving 282 Gen Z respondents in Indonesia. The questionnaire underwent measurement model testing through Outer Loading, Construct Reliability and Validity, and Discriminant Validity to ensure reliable results, followed by hypothesis testing using SEM-PLS data analysis techniques. The analysis reveals that direct marketing, personalization, and hedonic value have a significant direct influence on behavioral intentions, explaining 93.2% of the variance. Additionally, behavioral intention is found to directly affect usage behavior, although this model accounts for only 37.4% of the variance. Most importantly, behavioral intention mediates the influence of direct marketing, personalization, and hedonic value on usage behavior. These findings suggest that personalization, direct marketing, and hedonic value are crucial factors in fostering behavioral intentions among Gen Z in Indonesia, thereby enhancing the usage of mobile shopping applications.
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Tjioe, Gabrielle, Brigitta Maggie Wijaya, Jason Frederick Evarianto, Vincent Adelwin Darmawan, and Erwin Erwin. "CONQUERING CUSTOMER HEARTS : INTELLIGENT HYPER-PERSONALIZATION WITH ARTIFICIAL INTELLIGENCE FOR ENHANCED CUSTOMER ENGAGEMENT." Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) 9, no. 1 (2025): 3336–56. https://doi.org/10.31955/mea.v9i1.5589.
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Indonesia is undergoing a rapid digital transformation, characterized by the integration of artificial intelligence (AI) across diverse sectors. AI possesses the potential to reshape consumer behavior and unlock novel opportunities for businesses, including the educational sector, to cultivate more personalized relationships with customers through hyper-personalization. This study aims to analyze the impact of Artificial Intelligence and Hyper-Personalization on customer engagement levels, with the aspiration of contributing to the development of more effective marketing strategies in the digital age. The primary focus of this research is to investigate how personalized marketing strategies, leveraging artificial intelligence, can influence customer interaction and loyalty towards offered products and services. This research employs a quantitative approach, utilizing a sample of 246 respondents possessing knowledge of digital marketing. Data were collected via an online questionnaire distributed through Google Forms and subsequently analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with WarpPLS version 8 software. The research instrument utilized a 5-point Likert scale. The findings of this study reveal that both Artificial Intelligence (AI) and Hyper-Personalization exert a positive and significant influence on Customer Engagement. Furthermore, AI demonstrates a positive and significant impact on Hyper-Personalization. Hyper-Personalization mediates the relationship between AI and Customer Engagement, although a reduction in significance was observed due to a mismatch between Hyper-Personalization and the heterogeneous content characteristics of social media platforms targeting diverse audiences. This research provides insights into how the implementation of AI in marketing can foster stronger relationships between businesses and customers. While AI can enhance customer engagement through personalization, the utilization of more generalized content, acceptable to a broad audience, proves more effective, particularly for social media content within educational institutions.
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Mr., Gunjal Sunil Shivaji. "Personalized Marketing Strategies and Their Effect on Online Sales." International Journal of Advance and Applied Research S6, no. 22 (2025): 716–18. https://doi.org/10.5281/zenodo.15532935.
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<em>This research paper explores the impact of personalized marketing strategies on online sales. With the rise of artificial intelligence, big data, and machine learning, businesses are increasingly leveraging personalized marketing to enhance customer engagement and drive conversions. This paper examines the effectiveness of various personalization techniques, such as recommendation engines, email marketing, targeted advertisements, and dynamic pricing. Furthermore, it discusses the challenges and ethical concerns associated with data privacy and consumer trust. The findings suggest that while personalized marketing significantly enhances customer experiences and boosts sales, businesses must balance personalization with ethical data practices to maintain long-term customer relationships.</em>
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Guyo, Gamal. "Personalization in Marketing Communications and Purchase Intent in Egypt." International Journal of Marketing Strategies 6, no. 2 (2024): 46–55. http://dx.doi.org/10.47672/ijms.2134.
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Purpose: The aim of the study was to assess the personalization in marketing communications and purchase intent in Egypt. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study consistently showed that tailored messages, customized offers, and personalized experiences lead to higher levels of engagement, trust, and ultimately, conversion rates. Consumers respond positively to marketing content that addresses their specific needs, preferences, and pain points, leading to a greater likelihood of making a purchase. Additionally, the use of data-driven personalization techniques, such as behavioral targeting and predictive analytics, has further enhanced the effectiveness of personalized marketing campaigns in driving purchase intent. Overall, personalization is a powerful strategy that fosters stronger connections between brands and consumers, resulting in increased sales and customer satisfaction. Implications to Theory, Practice and Policy: Social identity theory, technology acceptance model and cognitive dissonance theory may be used to anchor future studies on assessing the personalization in marketing communications and purchase intent in Egypt. In terms of practical applications, marketers should invest in advanced data analytics and machine learning algorithms to gather and analyze consumer data effectively. From a policy perspective, advocating for data privacy regulations and ethical guidelines is crucial to ensure the responsible use of consumer data in personalization efforts.
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Perkins, Roseanne, William Jefferson, and Jennifer Umberger. "Marketing a Library Science Program: Personalization with Purpose." Pennsylvania Libraries: Research & Practice 6, no. 1 (2018): 16–22. http://dx.doi.org/10.5195/palrap.2018.175.
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After a complete overhaul of the library science and instructional technology curriculum, faculty members worked with the university’s marketing team to develop a campaign to attract undergraduate students to the library science program. The “Some Librarians…” campaign was designed to showcase the diverse interests and personal stories of current students and recent graduates of the program. Advertisements for the program were targeted to individuals on Facebook during two six-week campaigns using information gathered from student focus groups comprised of students and faculty. Both campaigns exceeded industry benchmarks in terms of click through rates, indicating success both in terms of content and placement of the advertisements.
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Nurhayati, Lina, Arry Widodo, Anita Silvianita, and Nurafni Rubiyanti. "Hyper-personalization in Social Media Marketing (Conceptual Framework)." International Journal of Integrative Sciences 3, no. 5 (2024): 439–52. http://dx.doi.org/10.55927/ijis.v3i5.9382.
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This study aims to analyze the relationship between social media marketing, attitude, subjective norm, perceived ease of use, perceived usefulness, behavior intention, and purchase behavior using a correlational approach. The sample population consists of Tiktok and Shoppe application users selected by purposive sampling method. The sample consists of generation Z who have seen live Shoppe and Tiktok, with domicile in Bandung. The Partial Least Squares (PLS) approach to Structural Equation Modeling (SEM) is used to analyze the collected data. The results showed that social media marketing has a significant positive influence on attitude, subjective norm, perceived ease of use, and perceived usefulness. Attitude, subjective norm, perceived ease of use, and perceived usefulness also have a significant positive influence on behavior intention. In the end, behavior intention has a significant positive influence on purchase behavior. In conclusion, social media marketing plays an important role in shaping attitudes, subjective norms, perceived ease of use, and perceived usefulness that will affect behavior intention and purchase behavior. Companies must take advantage of features available on social media, such as live Shoppe and Tiktok, and provide relevant and interesting content for consumers. In addition, companies must also pay attention to consumer preferences and needs in promoting products or services promoted through social media
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Raiyan Haider, Md Farhan Abrar Ibne Bari, Md. Farhan Israk Shaif, and Mushfiqur Rahman. "Engineering hyper-personalization: Software challenges and brand performance in AI-driven digital marketing management: An empirical study." International Journal of Science and Research Archive 15, no. 2 (2025): 1122–41. https://doi.org/10.30574/ijsra.2025.15.2.1525.
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In this empirical study, we delve into engineering hyper-personalization within AI-driven digital marketing management. We focus specifically on the software challenges encountered and their impact on brand performance. AI technologies are truly transforming marketing, offering capabilities like precise customer segmentation, personalized content delivery, and real-time analytics – essential tools for achieving hyper-personalization. While AI holds significant promise for creating highly relevant and effective campaigns, implementing it for hyper-personalization brings distinct software-related challenges. These include navigating data privacy, ensuring algorithmic transparency, and addressing biases. Overcoming these engineering obstacles becomes essential for leveraging AI effectively to enhance customer experiences, optimize campaign results, and ultimately build stronger brand loyalty and visibility. Our study offers insights into these specific challenges and their implications for businesses aiming to maximize brand performance through advanced AI personalization.
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Prem, Rovika. "Hyper-Personalization in Digital Marketing: Evaluating Consumer Trust and Brand Loyalty in the Age of AI-Driven Campaigns." Exploresearch 02, no. 02 (2025): 106–15. https://doi.org/10.62823/exre/2025/02/02.62.
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AI and machine learning make it easy for digital marketing to provide real-time personalized experiences, recommendations, and content. This study examines how hyper-personalization influences two significant brand elements relationships: trust and brand loyalty, given the rising issues surrounding data privacy and transparent algorithms. Drawing on consumer behavior and confidence formation, the study raises the question: Does extreme personalization result in deeper brand involvement, or does it feel too intrusive? We answer our question by looking at survey results from 500 online buyers and listening to the insights of digital marketing experts. The report studies how clear information, user consent, and the benefit of personalized marketing affect people’s reactions to these offers. First, indications show that using personalization ethically can increase customers' loyalty to a brand, though failing to respect data may have the opposite effect. Ultimately, the research aims to offer a practical and ethical framework for using AI in personalized marketing that balances innovation with respect for consumer autonomy and privacy
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Lucky Bamidele Benjamin, Prisca Amajuoyi, and Kudirat Bukola Adeusi. "Marketing, communication, banking, and Fintech: personalization in Fintech marketing, enhancing customer communication for financial inclusion." International Journal of Management & Entrepreneurship Research 6, no. 5 (2024): 1687–701. http://dx.doi.org/10.51594/ijmer.v6i5.1142.
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This paper explores the intersection of marketing, communication, banking, and fintech, with a focus on personalization in fintech marketing and enhancing customer communication for financial inclusion. Financial technology (fintech) has revolutionized the way financial services are delivered, offering innovative solutions that cater to diverse customer needs. One key aspect of this transformation is the emphasis on personalized marketing strategies, which enable fintech companies to engage with customers on a more individualized level, driving customer satisfaction and loyalty. Personalization in fintech marketing involves tailoring products, services, and communications to meet the specific needs and preferences of customers. This approach not only enhances the customer experience but also increases the likelihood of customer retention and acquisition. Fintech companies leverage customer data and advanced analytics to segment their audience and deliver targeted messages and offers, effectively addressing customer pain points and driving engagement. Moreover, effective customer communication is essential for promoting financial inclusion, particularly among underserved populations. Fintech companies can use various communication channels, such as mobile apps, social media, and chatbots, to reach customers who may have limited access to traditional banking services. By delivering relevant and timely information, fintech companies can empower customers to make informed financial decisions and improve their overall financial well-being. The paper also discusses the role of banking and fintech partnerships in driving financial inclusion. By collaborating with traditional banks, fintech companies can leverage existing infrastructure and customer networks to reach underserved communities. These partnerships enable fintech companies to offer innovative financial products and services to a broader audience, contributing to greater financial inclusion and economic empowerment. In conclusion, personalization in fintech marketing and effective customer communication are key drivers of financial inclusion. By adopting these strategies, fintech companies can better engage with customers, tailor their offerings to meet specific needs, and ultimately, contribute to a more inclusive financial system. Keywords: Fintech Marketing, Customer Communication, Financial Inclusion, Personalization, Banking.
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Aliarte, Kent Nicolai, Jhunel Jhunic Dulay, Niña Jannah Novilla, and Zendie Mae Z. Sario. "Improving Marketing Personalization with AI How Self Congruency Influences Consumer Engagement." International Journal of Research and Innovation in Social Science VIII, no. XII (2024): 537–49. https://doi.org/10.47772/ijriss.2024.8120042.
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The study investigates the complex relationship between self-congruity (perceived fit between one’s values or personality with a brand), customer engagement, and marketing personalization while examining how AI can enhance personalization strategies. Customer engagement is observed as a major consequence of self‐congruity, the compatibility between a consumer’s brand image and his or her self-concept. Consumers who feel a brand represents their values and sense of self-interest are becoming ever more likely to try the products or services connected. This depth of engagement is reinforced by marketing personalization, where outbound and inbound experiences behave to the consumer according to their preferences on offers.
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Shingh, Priyanshu. "The Relationship Between AI-Driven Personalization and Consumer Behaviour in Digital Marketing." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50421.
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Abstract This comprehensive research examines the transformative impact of artificial intelligence-driven personalization on consumer behavior within the digital marketing landscape. The study reveals that AI-driven personalization has fundamentally altered how consumers interact with brands, creating sophisticated expectations for tailored experiences while driving significant improvements in business outcomes. Through analysis of current market trends, consumer preferences, and technological capabilities, this research finds that 92% of organizations worldwide are implementing AI-driven personalization strategies, with leading companies achieving 10-20% improvements in sales ROI.
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Sajan Vaidhyanathan. "Algorithmic Digital Transformation in Name-Personalized Retargeting." Journal of Information Systems Engineering and Management 10, no. 34s (2025): 805–28. https://doi.org/10.52783/jisem.v10i34s.5872.
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Digital marketing is rapidly evolving and given the recent emergence of algorithmic personalization, especially in retargeted advertising, it is timely to study and understand its use. In this research, we introduce name-personalized retargeting which is a type of algorithmic-driven digital transformation that seeks to embed and personalize, in real time, the name of the user in the ads to enhance the level of engagement and customer conversions. Ads can be personalized through, for example, machine learning, data analytics, and real-time bidding, which optimizes consumer experience in real time, ultimately, improving customer retention. However, there are significant ethical and privacy concerns about algorithmic personalization in advertising as consumers struggle to understand how their personal data is collected and used in marketing. Although personalization has been shown that ad personalization can enhance efficiency and effectiveness through algorithms, the personalization-privacy paradox suggests that more targeting could create consumer push-back and regulatory issues. This study considers the practices, effectiveness, and ethical considerations for name-personalized retargeting practices with the goal to better understand how personalization can be achieved without sacrificing consumer trust. Taken together, the article presents empirical reviews to make recommendations to marketers, draw conclusions, and frame discussions in a larger context on the future of advertising as driven by new AI technologies. In sum, this research adds to the discussion of ethics in digital marketing and the implications we can expect from AI approaches in advertising.
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kumar, Prince. ""Personalization Trends: Creating Tailored Customer Experiences" Dynamic Digital Solutions." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem32813.
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The designing and producing in ways that resonate with customer preferences. Content and products that are personalized according to customer preferences can reduce customer fatigue and time in making choices, thereby decreasing their cognitive load. Despite its importance, the literature on personalized marketing remains fragmented due to the absence of a comprehensive review that consolidates the intellectual structure of the field. This study bridges this knowledge gap through a bibliometric review using performance analysis and science mapping. Through a comprehensive review of 383 publications, this study reveals the publication and citation trends, the most prolific authors, journals, and publications, and six major themes personalized recommendation, personalized relationship, personalization–privacy paradox, personalized advertising, personalization concept and discourse in marketing, and customer insights in personalized marketing) that characterize the body of knowledge of personalized marketing. The study concludes with future research directions as ways forward for personalized marketing, wherein a focus on new-age technologies involving artificial intelligence, big data, blockchain, internet of things, and wearables is encouraged to explore new ways to curate personalized experiences across online and offline channels.
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G. Tharun Pandiyan and M. Gokul Pandian. "Emerging Trends in Digital Marketing for 2024." International Journal of Scientific Research in Science and Technology 11, no. 5 (2024): 415–17. http://dx.doi.org/10.32628/ijsrst2411471.
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The digital marketing landscape is rapidly evolving, driven by technological innovations and changing consumer behaviors. As we move into 2024, several emerging trends will reshape how businesses engage with their target audiences. This article explores key developments such as artificial intelligence (AI)-powered marketing, video marketing dominance, voice search optimization, privacy-centric strategies, hyper-personalization, and the growth of social commerce. These trends emphasize the importance of personalization, data privacy, and immersive customer experiences. Through practical examples and actionable insights, this article provides a roadmap for marketers looking to adapt to these shifts and stay competitive in the fast-paced digital environment of 2024.
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Judijanto, Loso, Sopyan Sopyan, and Muhamad Ammar Muhtadi. "The Effect of Data-Based Targeting, Service Personalization, and Content Quality on Consumer Loyalty in E-Commerce in Jakarta." West Science Interdisciplinary Studies 3, no. 01 (2025): 55–64. https://doi.org/10.58812/wsis.v3i01.1624.
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This study examines the influence of content quality, data-based targeting, and service personalization on consumer loyalty in Jakarta's e-commerce sector. Using a quantitative approach, data were collected from 150 respondents through a structured questionnaire and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results reveal that content quality exerts the strongest influence on consumer loyalty, followed by data-based targeting and service personalization. Content quality enhances customer trust and satisfaction, while data-driven targeting effectively tailors marketing efforts to consumer preferences. Service personalization, though significant, has a smaller impact compared to the other variables. These findings emphasize the importance of integrating content quality, targeting, and personalization strategies to foster loyalty in the competitive e-commerce landscape. The study provides valuable insights for businesses aiming to optimize their marketing strategies and enhance customer retention in Jakarta’s dynamic digital marketplace.
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Ali, Chreesk Sabah M., and Subhi R. M. Zeebaree. "Personalization in Digital Marketing: Leveraging Machine Learning for E-Commerce." Asian Journal of Research in Computer Science 18, no. 3 (2025): 105–29. https://doi.org/10.9734/ajrcos/2025/v18i3582.
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In the era of digital transformation, machine learning (ML) techniques have revolutionized personalized marketing, enabling businesses to enhance customer engagement through data-driven strategies. This paper presents a systematic review of ML applications in digital marketing and e-commerce, focusing on customer segmentation, recommendation systems, and targeted advertising. Specifically, it explores the role of collaborative filtering, deep learning, reinforcement learning, and hybrid AI models in improving personalization and predictive analytics. The findings indicate that deep learning-based models, such as neural networks and transformers, significantly enhance personalization accuracy, while reinforcement learning optimizes real-time bidding and dynamic pricing strategies. Hybrid recommendation systems outperform traditional methods by combining user behavior data with contextual insights to improve ad targeting and customer retention. Beyond theoretical insights, this study provides practical implications for marketers, data scientists, and e-commerce businesses, enabling them to optimize AI-driven personalization strategies for increased conversion rates and customer loyalty. However, challenges such as data privacy concerns, algorithmic biases, and high computational costs remain barriers to widespread adoption. Future research should focus on developing ethical AI frameworks to ensure fairness and transparency in automated personalization.
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Sivakumar, R. D. Assistant Professor Department of Computer Science, and S. Former Assistant Professor of Business Administration Brindha. "THE USE OF AI AND MACHINE LEARNING IN MOBILE MARKETING PERSONALIZATION." Indian Journal of Recent Development Systems for Digitization 1, no. 4 (2024): 10–21. https://doi.org/10.5281/zenodo.10807806.
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<em>The integration of Artificial Intelligence (AI) and Machine Learning (ML) into mobile marketing strategies has become a transformative force in the quickly changing field of digital marketing, greatly improving the personalization of consumer experiences. The use of AI and ML technologies to customize marketing campaigns to specific customer preferences, behaviors, and real-time situations is explored in this study, which has the potential to completely transform how businesses and their mobile consumers are involved. It examine the ways in which artificial intelligence (AI) and machine learning (ML) support advanced data analytics, natural language processing, predictive modeling, and recommendation systems, all of which support the dynamic personalization of mobile marketing material. The article emphasizes the significant advantages of personalized AI and ML, such as better customer engagement, higher conversion rates, better customer retention, and the capacity to provide real-time personalized information. It also discusses the difficulties and moral issues that come with using these technologies, like concerns about data privacy, potential errors in algorithmic decision-making, and the technical difficulties in putting AI and ML solutions into practice. It demonstrate effective tactics and typical risks through case studies and real-world implementations, providing insights into the usefulness of utilizing AI and ML for mobile marketing customization. With a view toward the future, the article explores new developments and paths in AI and ML technologies, taking into account how they might improve personalization methods and transform mobile marketing tactics. In overall, the article highlights the importance of AI and ML in improving mobile marketing personalization, even though it acknowledges the challenges and ethical challenges that these technologies present. It also suggests a future in which technology and human-focused marketing strategies will work together to produce deeper, more customized consumer experiences.</em>
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DIOUANI, Hela, and Samir MERADI. "THE IMPACT OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTION." Management & Marketing 23, no. 1 (2025): 99–118. https://doi.org/10.52846/mnmk.23.1.07.
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The objectiveof this article is to analyze the impact of social media marketing on consumer purchase intention with the evaluation of five variables: entertainment, engagement, trend, personalization and word-of-mouth (WOM). In fact, word of mouth is the biggest trust factor and has a direct impact on brand perception. Marketing plans that are executed in digital channels tend to yield the best results in terms of return on investment when they deliver engaging and interactive content and leverage consumer voice to establish credibility. Entertainment attracts consumers, engagement keeps them, trends inspire companies, and personalization creates an emotional connection between consumers and enterprise. Word-of-mouth seems to be one of the important external elements impacting purchase intention, as friend recommendations or similar experiences strengthen consumer trust in products. It offers marketers wisdom on what social media tactics they can use to improve outcome from personalization and engagement.
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Baddam, Parikshith Reddy. "Revolutionizing Customer Experience through Innovative Digital Marketing Approaches." Global Disclosure of Economics and Business 11, no. 2 (2022): 71–86. http://dx.doi.org/10.18034/gdeb.v11i2.716.
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This study explores the transformative impact of innovative digital marketing approaches on revolutionizing customer experience in the contemporary business landscape. The study's main objectives are to examine the role of personalization, immersive technologies, and omnichannel integration in enhancing customer engagement and satisfaction, analyze the effectiveness of measurement and analytics in evaluating digital marketing initiatives' impact, and identify critical policy implications for businesses and policymakers. Utilizing a secondary data-based review approach, this study synthesizes insights from peer-reviewed academic journals, industry reports, and case studies to investigate emerging trends and best practices in digital marketing. Significant findings include the paramount importance of personalization in driving customer engagement, the considerable role of immersive technologies in creating memorable brand experiences, and the critical need for omnichannel integration to deliver seamless and cohesive customer experiences. Policy implications highlight the importance of privacy and data protection, digital inclusion, transparency in personalization efforts, and standardized measurement frameworks. Overall, this study underscores the transformative potential of innovative digital marketing approaches in shaping the future of customer experience.