Aguirre, Elizabeth; Roggeveen, Anne L.; Grewal, Dhruv; … - In: Journal of Consumer Marketing 33 (2016) 2, pp. 98-110
current study integrates and reviews prior literature related to personalization, seeking a richer understanding of when … personalized communications improve or hinder customer–firm interactions. Findings – Personalization can both enhance and diminish … strategic manner to balance this personalization-privacy paradox. This paper finds that the benefits of personalization may vary …