Personalization in personalized marketing: Trends and ways forward

Abstract

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. Despite its importance, the literature on personalized marketing remains fragmented due to the absence of a comprehensive review that consolidates the intellectual structure of the field. This study bridges this knowledge gap through a bibliometric review using performance analysis and science mapping. Through a comprehensive review of 383 publications, this study reveals the publication and citation trends, the most prolific authors, journals, and publications, and six major themes (i.e., personalized recommendation, personalized relationship, personalization–privacy paradox, personalized advertising, personalization concept and discourse in marketing, and customer insights in personalized marketing) that characterize the body of knowledge of personalized marketing. The study concludes with future research directions as ways forward for personalized marketing, wherein a focus on new‐age technologies involving artificial intelligence, big data, blockchain, internet of things, and wearables is encouraged to explore new ways to curate personalized experiences across online and offline channels.

It's all part of the customer journey: The impact of augmented reality, chatbots, and social media on the body image and self‐esteem of Generation Z female consumers

“…Augmented reality is defined as a “medium in which digital information is overlaid on the physical world that is in both spatial and temporal registration with the physical world and that is interactive in time” (Craig, 2013; p. 20). From a marketing perspective, two of the main benefits of chatbots enabled by artificial intelligence are powerful personalization and the option to automate services offered to customers (Ameen et al, 2022; Chandra et al, 2022; Liu‐Thompkins et al, 2022; Mariani et al, 2022). Chatbots have been defined as “an e‐service agent that represents a technological evolution of the traditional service agent involved in direct firm–customer exchanges” (Murtarelli et al, 2020; p. 2).…”

“…20). From a marketing perspective, two of the main benefits of chatbots enabled by artificial intelligence are powerful personalization and the option to automate services offered to customers (Ameen et al, 2022;Chandra et al, 2022;Liu-Thompkins et al, 2022;Mariani et al, 2022).…”

Foundations of consumption and production in the sharing economy

“…Interestingly, the concept of prosumer, wherein an individual can be both a consumer and a producer, remains underexplored, and thus, could be given attention in future research. The same goes with other concepts that may be less prominent at this juncture in the sharing economy, for example, customer engagement [38] and personalization [11]. In addition, the scarce insights available on other potential stakeholders also signal the potential of exploring understudied stakeholders, for example, the platform operators that facilitate the sharing practices in the sharing economy.…”

Don’t Take it Personally: Resistance to Individually Targeted Recommendations from Conversational Recommender Agents

“…User-initiated recommendations depend on users proactively disclosing relevant information. Alternatively, system-initiated recommendations are based on previously collected consumer data such as online behavior and personal information [5,15,41,45,[75][76][77]. As such, these techniques often require users to either proactively or reactively disclose private information [76,84].…”