International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 6 Issue 4 July-August 2024 Submit your research before last 3 days of August to publish your research paper in the issue of July-August.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 6 Issue 4
July-August 2024

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

Personalization in Marketing: Customizing the Customer Experience for Greater Engagement

Author(s) Dr Maneesha Kaushik, Mahima Sharma
Country India
Abstract In the realm of marketing, personalization refers to the strategic approach of designing and creating content and products that align with the specific preferences of individual customers. By tailoring offerings to customer preferences, businesses can effectively reduce customer fatigue and the time required for decision-making, ultimately alleviating cognitive load. Despite its significance, the existing body of literature on personalized marketing lacks a comprehensive review that consolidates the intellectual structure of the field. By thoroughly examining 383 publications, this study uncovers trends in publication and citation, identifies the most prolific authors, journals, and publications, and highlights six major themes that define the knowledge base of personalized marketing. These themes include personalized recommendations, personalized relationships, the personalization-privacy paradox, personalized advertising, the concept and discourse of personalization in marketing, and customer insights in personalized marketing. In conclusion, this study suggests future research directions for personalized marketing, emphasizing the exploration of new-age technologies such as artificial intelligence, big data, blockchain, the Internet of Things, and wearables. By leveraging these technologies, businesses can discover innovative methods to curate personalized experiences across both online and offline channels.
Keywords advertising, customer insight, paradox, personalization, personalized marketing,privacy, recommendation, relationship, review, trends, ways forward
Field Business Administration
Published In Volume 5, Issue 6, November-December 2023
Published On 2023-12-31
Cite This Personalization in Marketing: Customizing the Customer Experience for Greater Engagement - Dr Maneesha Kaushik, Mahima Sharma - IJFMR Volume 5, Issue 6, November-December 2023. DOI 10.36948/ijfmr.2023.v05i06.11194
DOI https://doi.org/10.36948/ijfmr.2023.v05i06.11194
Short DOI https://doi.org/gtbth5
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 6 Isu 4 Cover Page Vol 6 Isu 3 Cover Page Vol 6 Isu 2

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9898-5948-55 editor@ijfmr.com