2022
DOI: 10.4018/978-1-7998-7959-6.ch003
|View full text |Cite
|
Sign up to set email alerts
|

Hyper-Personalization

Abstract: Personalization is widely used to attract and retain customers in online business addressing one size fits all issues, but little is addressed to contextualise users' real-time needs. E-commerce website owners use these strategies for customer-centric marketing through enhanced experience but fail in designing effective personalization due to the dynamic nature of users' needs and pace of information exposure. To address this, this chapter explores hyper-personalization strategies to overcome users' implicit n… Show more

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...
1

Citation Types

0
1
0

Year Published

2022
2022
2023
2023

Publication Types

Select...
2
2
1

Relationship

0
5

Authors

Journals

citations
Cited by 13 publications
(1 citation statement)
references
References 28 publications
0
1
0
Order By: Relevance
“…First, considering the conceptualization of AIP, the authors echo Huang and Rust (2021b) and call for more fundamental work that defines and conceptualizes AIP through different theoretical lenses. Meanwhile, though AIP marketing is enabled by AI technologies, how AIP practice contributes to the continuous technological development of AI in interactive marketing is also important (Desai, 2022). Theoretical work is needed to understand the paradigms of AIP in interactive marketing.…”
Section: Future Research Agendamentioning
confidence: 99%
“…First, considering the conceptualization of AIP, the authors echo Huang and Rust (2021b) and call for more fundamental work that defines and conceptualizes AIP through different theoretical lenses. Meanwhile, though AIP marketing is enabled by AI technologies, how AIP practice contributes to the continuous technological development of AI in interactive marketing is also important (Desai, 2022). Theoretical work is needed to understand the paradigms of AIP in interactive marketing.…”
Section: Future Research Agendamentioning
confidence: 99%