A Meta-Analytic Examination of the Effects of Personalized Digital Marketing on Consumer Purchasing
Year: 2024
Type: article
Study designs: Systematic Review, Meta-Analysis
Abstract: The use of technology for marketing was lauded as a revolutionary method of promotion that provided organizations with new possibilities for carrying out business. Marketers were able to communicate directly with potential customers regardless of where they were by using digital media. The adoption of personalized consumer interaction strategies has significantly increased as a result of the speedy growth of digital marketing strategies. When clients are navigating the vast digital marketplace, personalized marketing strives to stand out from the crowd by offering highly relevant information and product recommendations that speak to each individual. By combining data from a variety of empirical investigations, this meta-analysis systematically assesses the overall consequence. Using a large dataset spanning various organizations and consumer categories, this study aims to demonstrate the multifaceted connection between personalized web-based advertising efforts and their impact on customer behavior. Our meta-analysis's findings provide strong proof of the beneficial impact, and personalized content continuously shows a substantial link between greater conversion rates and increased consumer satisfaction across a range of contexts, including e-commerce, social media, and email marketing. The results of this study could help practitioners and marketers create and deploy tailored digital marketing initiatives.
Author: Vishvesh Soni
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4403514459