... Publishing Limited Licensed re-use rights only Personalization Privacy Digital marketing NCA Young consumers Among the strategies enabled by digital transformation, personalization has emerged as a particularly powerful tool for engaging contemporary consumers. Driven by consumer data...

... of consumption values. Design/methodology/approach Using a self-administered survey, data from 284 Gen Z respondents were collected to test the proposed relationships. The study uses partial least squares structural equation modelling (PLS-SEM), necessary condition analysis ( NCA ) and combined importance...