... experiences, emphasizing the escalating role of 3D body scanning technology. More and more consumers demand a better understanding of their body shapes and seek to purchase customized clothing through this technology (Scantech, 2024). Therefore, fashion retail is a key industry leveraging 3D body scanning...

... institution, the study compares customized marketing e-mails based on volunteered consumer data to e-mails that are personalized based on observed consumer data and to control e-mails that are not tailored by the marketer at all. Findings The results indicate that marketers should make consumers active...