The Role of Personalization in Digital Marketing: A Study of Consumer Attitudes and Purchase Intentions.

Authors

  • Aklas k. Dara Department of Medical Laboratory Technology, College of Health and Medical Technique Middle Technical University, Baghdad, Iraq

DOI:

https://doi.org/10.56967/ejfb2024373

Keywords:

Digital Age, Personalization, Digital Marketing, Purchase Intentions

Abstract

The digital era has completely changed how companies communicate with their customers, especially when it comes to marketing. The goal of "The Role of Personalization in Digital Marketing: A Study of Consumer Attitudes and Purchase Intentions" is to get insight into how consumers view digital marketing that is tailored to them, A Pearson correlation coefficient and a five-point Likert scale were used in this study to measure customer attitudes and how they affected purchase intentions. The study instrument displayed strong internal consistency and dependability, as seen by its Cronbach's Alpha coefficients, which varied from 0.724 to 0.901. The results indicate that, in general, tailored digital marketing methods have a favourable effect on customer attitudes and purchase intentions; nevertheless, further research is necessary to fully understand the consequences for consumer trust.

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Published

2024-01-25

How to Cite

Dara, A. (2024). The Role of Personalization in Digital Marketing: A Study of Consumer Attitudes and Purchase Intentions. Entrepreneurship Journal for Finance and Business, 5(1), 48–55. https://doi.org/10.56967/ejfb2024373

Issue

Section

Research articles

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