Bringing Light into Darkness

Customer Perceived Hyper-Personalization in E-Commerce and its Effects on Digital Customer Behavior

Nora Kern (Autor)

Buch | Softcover

519 Seiten

2025
Nomos (Verlag)
978-3-7560-3422-2 (ISBN)

Artikel merken

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.

Erscheinungsdatum	08.08.2025
Reihe/Serie	Reihe Dienstleistungsmanagement
Sprache	englisch
Maße	153 x 227 mm
Gewicht	763 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Personalwesen
Schlagworte	Artificial Intelligence • Big Data • Big Data Analytics • Customer Communication • data privacy • Kundenorientierung • Künstliche Intelligenz • Online Behavioral Advertising
ISBN-10	3-7560-3422-4 / 3756034224
ISBN-13	978-3-7560-3422-2 / 9783756034222
Zustand	Neuware