Personalization in personalized marketing: Trends and ways forward

In marketing, personalization is the action of 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. Despit...

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Bibliographic Details
Published in:Psychology & marketing 2022-08, Vol.39 (8), p.1529-1562
Main Authors: Chandra, Shobhana, Verma, Sanjeev, Lim, Weng Marc, Kumar, Satish, Donthu, Naveen
Format: Article
Language:English
Subjects:
advertising
bibliometric
Bibliometrics
customer insight
Customization
Marketing
paradox
personalization
personalized marketing
privacy
recommendation
relationship
review
Trends
ways forward
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