Bringing Light into Darkness
ISBN:
978-3-7560-3422-2
Verlag:
Nomos
Land des Verlags:
Deutschland
Erscheinungsdatum:
07.08.2025
Reihe:
Reihe Dienstleistungsmanagement I Dienstleistungsmarketing / Service Management I Services Marketing Series
Format:
Softcover
Seitenanzahl:
519
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Hyper-personalisation is currently considered THE leading buzzword in digital marketing. But how does this form of communication affect digital customer behaviour? This book provides evidence-based answers to that question and introduces a validated measurement model for hyper-personalisation in e-commerce. Drawing on literature analysis, qualitative interviews and quantitative studies, the author is the first to systematically conceptualise and empirically test hyper-personalisation. The results show that it increases perceived usefulness, persuasion and emotional attachment—without triggering reactance. Based on these findings, the book addresses both researchers and practitioners in digital marketing.
