abstract

In the increasingly competitive landscape of e-commerce, personalized marketing has emerged as a crucial strategy for engaging consumers and driving sales. This study investigates the impact of personalized marketing on consumer perception, focusing on how tailored advertisements, product recommendations, and customized offers influence consumer behavior and brand loyalty. Utilizing a mixed-methods approach, the research combines quantitative surveys and qualitative interviews with a diverse sample of online shoppers to gain insights into their experiences with personalized marketing across various e-commerce platforms. The findings reveal that personalized marketing significantly enhances consumer perception by making shopping experiences more relevant and convenient. However, the study also highlights potential concerns, such as privacy issues and the perceived intrusiveness of targeted ads, which can negatively affect consumer trust. Despite these concerns, the overall effectiveness of personalized marketing is evident, particularly in fostering stronger emotional connections with brands and increasing customer retention.