The Impact of Personalised Marketing Strategies on Consumer Engagement: A Mixed-Method Study

Abstract

This study explores the effectiveness of personalized marketing in influencing consumer engagement. Through a mixed-method research design involving surveys with 100 consumers and interviews with marketing professionals, the study reveals that tailored strategies such as AI-driven recommendations, behavioral tracking, and customized messaging significantly enhance consumer engagement, trust, and loyalty. However, privacy concerns emerge as a critical moderating factor. Findings suggest a balance between personalization and data ethics is essential for sustainable marketing success.