Scopus İndeksli Yayınlar Koleksiyonu
Permanent URI for this collectionhttps://hdl.handle.net/20.500.12573/395
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Article Citation - WoS: 42Citation - Scopus: 70A Typology of Personalisation Practices in Marketing in the Digital Age(Routledge Journals, Taylor & Francis Ltd, 2021-07-21) Cavdar Aksoy, Nilsah; Tumer Kabadayi, Ebru; Yilmaz, Cengiz; Kocak Alan, AlevOne reflection of the digital age is creating personalised experiences in different ways by collecting and processing personal level information about individuals. Understanding and explaining this process can be beneficial both for marketing researchers and practitioners. This study aims to review and integrate decades of research on personalisation and practical applications in marketing to provide a comprehensive classification system for such personalisation. In this context, personalisation studies and practices are examined using two different approaches: the first based on the methods and modes of communication and the second based on the type of information being presented. Determined methods and modes of communication include self-reference, anthropomorphism, and system characteristics. The types of information presented in this study are individual-level, social-level, and situation-based. Based on our typology of personalisation, we discuss the topic using the extant literature and offer contributions, limitations, and suggestions for further research.Article Citation - WoS: 8Citation - Scopus: 9Personalization in Marketing: How Do People Perceive Personalization Practices in the Business World(California State Univ, 2023) Aksoy, Nilsah Cavdar; Kabadayi, Ebru Tumer; Yilmaz, Cengiz; Alan, Alev KocakWith emerging digital technologies, personalization has become a key activity for marketing strategy to gain competitive success in customer relationships. The aim of this study is to develop and empirically assess a general measurement model of perceived personalization. Multiple data gathering processes and rigorous empirical testing procedures are employed to assess and validate the proposed measurement model. The perceived personalization scale developed in the study rests on the focus of what is personalized and includes three main categories: (1) individuallevel, (2) social-level, and (3) situation-based personalization. A multidimensional measure of personalization is developed based on these categories and is validated via several tests, including a test of nomological validity exploring the effects of perceived personalization on critical customer responses such as positive emotions, negative emotions, perceived sincerity, satisfaction, and behavioral intentions. These findings shed light on and open new avenues of development for this growing practice for both researchers and practitioners in marketing.