<![CDATA[Real-time personalized marketing techniques are becoming important in improving consumer experience and driving impulse shopping behavior in digital e-commerce. However, the impact of these techniques on various cultural demographics remains underexplored, particularly in the context of consumer impulsivity. This research aims to systematically examine how real-time personalization influences impulse buying behavior in various cultural settings, using a systematic literature review approach. Through the PRISMA method, relevant studies are collected from databases such as Scopus, Web of Science, and JSTOR. Key findings suggest that cultural values ​​significantly moderate responses to real-time personalization, with consumers from individualist cultures showing higher levels of impulsivity compared to collectivist cultures. This research contributes to the e-commerce literature by identifying cultural dynamics in real-time personalization strategies, providing practical insights for marketers to design adaptive and effective personalization strategies in global markets.]]>
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