| Yazarlar (3) |
Dr. Öğr. Üyesi Serap BOZKURT
Beykoz Üniversitesi, Türkiye |
Dr. Öğr. Üyesi Ahu Samav UĞURSOY
Beykoz Üniversitesi, Türkiye |
Prof. Dr. Pınar Seden MERAL
Beykoz Üniversitesi, Türkiye |
| Özet |
| Personalization entails adapting messages, designs, products, or services to individual needs and preferences, a process executed using data such as personal preferences, past behaviors, demographic characteristics, or online activities. This approach aims to enhance brand loyalty, consumer satisfaction, and profitability by providing more engaging experiences. Widely used in fields like e-commerce, digital marketing, media, and entertainment, personalization extensively leverages new technologies. The study, focusing on personalized products and messages tailored to consumer preferences and needs, underscores the critical role of technology in personalization, emphasizing that digital tools like data analytics and artificial intelligence enable better understanding of consumers and facilitate interaction with them. Advanced digital capabilities enable brands to offer unique experiences, thereby increasing loyalty and satisfaction, and improving marketing performance. As the importance of personalization grows, brands are expected to become more innovative. |
| Anahtar Kelimeler |
| Kitap Adı | Impact of Contemporary Technology on Art and Design |
| Bölüm(ler) | The Impact of Personalized Messages and Designs on Consumer Experiences and Marketing Communications in Technology: Hyper-Personalization |
| Bölüm Sayfaları | 135-164 |
| Kitap Türü | Kitap Bölümü |
| Kitap Alt Türü | Alanında uluslararası yayınlanan kitap bölümü |
| Kitap Niteliği | Scopus indeksinde taranan bilimsel kitap |
| Kitap Dili | İngilizce |
| Basım Tarihi | 01-2024 |
| DOI Numarası | 10.4018/979-8-3693-4318-0.ch007 |
| ISBN | 9798369343197 |
| Basıldığı Ülke | Amerika Birleşik Devletleri |
| Basıldığı Şehir | Hershey, Pa |
| Kitap Linki | https://www.igi-global.com/book/impact-contemporary-technology-art-design/338907#description |
| Atıf Sayıları | |
| SCOPUS | 9 |
| ResearchGate | 11 |
