Ấn phẩm:
Personalization in consumer marketing research on m2c applications
Tóm tắt
The rise of digital platforms and e-commerce has amplified the Manufacturer-to-Consumer (M2C) model, facilitating direct interactions between manufacturers and consumers. Personalization, as defined by Hanson (2000), involves tailoring products, services, and strategies to individual customer needs, enhancing satisfaction and brand loyalty beyond traditional mass marketing. This study, based on online surveys of 349 consumers, identifies five key trends in personalized marketing: recommendations, relationships, the privacy paradox, advertising, and concepts & discounts in marketing. It explores the benefits and challenges of the M2C model, emphasizing the impact of personalization on consumer behavior and purchasing decisions, and offers guidance for manufacturers to enhance brand equity and loyalty. The study advises manufacturers on the use of personalization within the M2C model to boost brand equity, consumer engagement, satisfaction, and brand loyalty.
Mô tả
Tác giả
Vu Duc Loi PhD
Do Thi Minh Thu
Nguyen Thi Minh Ngoc
Nguyen Ngoc Mai
Hoang Le Yen Nhi
Do Thi Minh Thu
Nguyen Thi Minh Ngoc
Nguyen Ngoc Mai
Hoang Le Yen Nhi
Tác giả khác
Người hướng dẫn
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Nhà xuất bản
Học viện Tài chính
Năm xuất bản
2024
ISSN tạp chí
Nhan đề tập
Từ khóa chủ đề
Brand equity , Consumer marketing , M2C , Personalization
Địa chỉ truy cập
Vui lòng sử dụng ứng dụng DRM AOF để đọc tài liệu số
