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Bringing Light into Darkness

Bringing Light into Darkness

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

Inhalt

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.

Bibliografische Angaben

September 2025, 519 Seiten, Reihe Dienstleistungsmanagement | Dienstleistungsmarketing, Englisch
Nomos
978-3-7560-3422-2

Schlagworte

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