Consumer experiences with personalized marketing and communication in e-commerce

The rise of digital advancements and strategies utilizing data has shifted how companies and brands engage consumers. This can be witnessed particularly through personalized marketing and communication in e-commerce. Despite these advancements, concerns about personal data privacy and intrusiveness...

Full description

Bibliographic Details
Main Author: Jokinen, Laura
Other Authors: Jyväskylän yliopiston kauppakorkeakoulu, Jyväskylä University School of Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2025
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/103196