Management Studies and Business Journal
Vol. 2 No. 1 (2025): Management Studies and Business Journal (PRODUCTIVITY)

PERSONALIZATION IN DIGITAL MARKETING: EXPLORING ITS IMPACT ON CONSUMER TRUST AND LOYALTY

Marasabessy, Nabila Cecilia (Unknown)
Hidayat, Muhammad (Unknown)

Article Info

Publish Date
29 Jan 2025

Abstract

This research aims to explore how personalization in digital marketing influences consumer trust, focusing on factors that strengthen or weaken that trust. Using a systematic literature review approach with the PRISMA method, we analyzed findings from previous studies related to data-based personalization, transparency, and privacy. The results show that the level of transparency, relevance of content, as well as consumer control over their data play a key role in building trust, while intrusive personalization can undermine it. The practical implications of this research provide guidance for companies in designing ethical and effective digital marketing strategies.

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Journal Info
Management Studies and Business Journal
Website

Abbrev

productivity

Publisher

PT Penelitian dan Pengembangan Ilmu

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Management Studies and Business Journal (PRODUCTIVITY) reviewed covers theoretical and applied research in the field of Management and Business. Priority is given to those articles which satisfy the main scope of the journal, and have an impact in the research areas of interest. PRODUCTIVITY Journal ...