Description
(Text)
Hyper-personalisation is currently considered THE leading buzzword in digital marketing. But how does this form of communication affect digital customer behaviour? This book provides evidence-based answers to that question and introduces a validated measurement model for hyper-personalisation in e-commerce. Drawing on literature analysis, qualitative interviews and quantitative studies, the author is the first to systematically conceptualise and empirically test hyper-personalisation. The results show that it increases perceived usefulness, persuasion and emotional attachment-without triggering reactance. Based on these findings, the book addresses both researchers and practitioners in digital marketing.Hyper-Personalization is currently considered THE leading buzzword in digital marketing. But how does this form of communication affect digital customer behavior? This book provides evidence-based answers and introduces a validated measurement model for Hyper-Personalization in e-commerce. Drawing on literature analysis, qualitative interviews, and quantitative studies, Hyper-Personalization is systematically conceptualized and empirically tested for the first time. The results show that it increases perceived usefulness, persuasion, and emotional attachment - without triggering reactance. Based on these findings, the book addresses both researchers and practitioners in digital marketing.
