The Impact of Personalized Messages and Designs on Consumer Experiences and Marketing Communications in Technology: Hyper-Personalization (Impact of Contemporary Technology on Art and Design)
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
| Bölüm Adı | The Impact of Personalized Messages and Designs on Consumer Experiences and Marketing Communications in Technology: Hyper-Personalization | ||
| Kitap Adı | Impact of Contemporary Technology on Art and Design | ||
| 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 | 9798369343180 |
| Basıldığı Ülke | Amerika Birleşik Devletleri | Basıldığı Şehir | Hershey Pa |
| Kitap Linki | https://www.igi-global.com/chapter/the-impact-of-personalized-messages-and-designs-on-consumer-experiences-and-marketing-communications-in-technology/358828 | ||
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Pazarlama İletişimi
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| 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 … |
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