... and decision-making occur (Peltier et al., 2026 ; Wang, 2023). Social media marketing Critical theory Personalization Social networks Direct marketing Data privacy Interactivity Consumer behavior Internet Online consumer behavior Information technology Marketing psychology Human...

...Israk Fabian Hasan Purpose AI-driven personalization is commonly framed as a tool for enhancing relevance and engagement. This study advances a process-based perspective by conceptualizing algorithmic persuasion as a morally consequential form of interactive influence. Specifically, it examines...

... marketing landscape. Social media marketing Advertising Business ethics Interactivity Personalization Virtual agents Marketing ethics Information technology Privacy Intellectual property Human–computer interaction Computer-mediated environments Artificial intelligence (AI), once...

.... Findings The results suggest that not only does branded app personalization drives brand co-creation (fully mediated by consumer brand engagement) but that this process also increases perceived quality and brand loyalty among users of branded apps. Research limitations/implications Data for the study...

... of monetary donations. Situated in the cause-related marketing context, the purpose of this study is to test whether personalization and perceived social visibility moderate the influence of compassion on social engagement intention to participate in a company’s charity. Design/methodology/approach...

... 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...

...A-Reum Jung; Jun Heo Purpose The purpose of this study is to figure out the factors (i.e. ad type and ad personalization) that diminish the detrimental advertising clutter effects in terms of ad attention and ad clicks. Design/methodology/approach To fulfill the purpose, an eye-tracking study...

... Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Online consumer behavior Personalization Social media advertising Contextual advertising Advertising studies have long revealed ad–media congruence’s positive effects on various media platforms...

...Nancy H. Brinson; Brian C. Britt Purpose One of the most effective tools used by interactive marketers is personalized advertising, which allows consumers to directly respond to customized offers to purchase a brand’s products and services. Yet, recent studies show many consumers are installing ad...

... of mobile app characteristics, perceived ubiquity, perceived informativeness and perceived personalization are positively associated with mobile app usefulness, thereby leading to increased stickiness and positive WOM intentions. Furthermore, perceived personalization is found to become the strongest...