Essays about: "Personalized marketing"

Showing result 1 - 5 of 33 essays containing the words Personalized marketing.

  1. 1. Hey Google, speak human to me! A quantitative experiment of human-likeness and personalization in voice assistant interaction

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Louise Bengtsson; Violaine Lulin; [2019]
    Keywords : Voice Assistant; Social Presence; Anthropomorphism; Service Encounter; Advertising Context;

    Abstract : Voice assistants are a new customer touchpoint for businesses, and the market for voice shopping is expected to grow substantially in upcoming years. Despite high societal and business interest, academic marketing research on consumer interaction with voice assistants is scarce. READ MORE

  2. 2. Personalization paradox: the wish to be remembered and the right to be forgotten : A qualitative study of how companies balance being personal while protecting consumers’ right to privacy

    University essay from Uppsala universitet/Företagsekonomiska institutionen; Uppsala universitet/Företagsekonomiska institutionen

    Author : Alexandra Harrysson; Julia Olsson; [2019]
    Keywords : personalization; privacy; trust; transparency; control;

    Abstract : Many argue that personalization is needed in a modern marketing strategy. Whilst there are several positive aspects of personalization, e.g. improved customer satisfaction rates, it can also lead to firms being perceived as intrusive and elicit privacy concerns. READ MORE

  3. 3. The Effect of Marketing Automation on the Buying Decisions : A quantitative study on SMEs explored through brand awareness and external branding in a B2B context

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Benjamin Nilsson; Paraskevi Tsakmaki; [2019]
    Keywords : Marketing Automation; Brand Awareness; Buying Decisions; Brand Communication; External Branding; Content Marketing; B2B SMEs;

    Abstract : As digitalization has evolved over the years, the need for automating procedures for faster results has become stronger. Marketing automation is a software that automates an organization’s marketing activities. Its purpose is to deliver a firm’s personalized messages to the existing and potential customers. READ MORE

  4. 4. Concepts that influence users’ feeling of non-intrusiveness in native advertising : A quantitative study testing the conceptualization of   effective native advertisements’ influence on users’ feeling of non-intrusiveness

    University essay from Linnéuniversitetet/Institutionen för ekonomistyrning och logistik (ELO); Linnéuniversitetet/Institutionen för ekonomistyrning och logistik (ELO); Linnéuniversitetet/Institutionen för ekonomistyrning och logistik (ELO)

    Author : Adam Wetterstrand; Albin Fransson; Julius Nordmark; [2019]
    Keywords : Native advertising; non-intrusiveness; digital marketing; contextual relevance; transparency; informational appeal; emotional appeal; personalized advertising;

    Abstract : Abstract Background “Traditional digital advertising has become wallpaper. It doesn’t improve anyone’s experience on a site and readers, myself included, pretty much look past it” stated by Jason Hill, Global Head of Media Strategies (, 2019). READ MORE

  5. 5. A consumer perspective of personalized marketing : An exploratory study on consumer perception of personalized marketing and how it affects the purchase decision making

    University essay from Högskolan Kristianstad/Fakulteten för ekonomi; Högskolan Kristianstad/Fakulteten för ekonomi

    Author : Teodor Dahl; David Fridh; [2019]
    Keywords : Personalized marketing; Consumer perception; Past experiences; Privacy concerns; Consumer decision-making process;

    Abstract : The traditional type of marketing is more directed towards big customer segments in specified areas. Due to technological improvement marketing has evolved into an extreme form of segmentation where marketing target the individual consumer based on their personal needs and preferences. READ MORE