Bilotti, Federicodaniele (A.A. 2023/2024) Personalization vs. privacy: consumer trust and privacy in a world of ai-driven marketing personalization. Tesi di Laurea in Consumer behavior, Luiss Guido Carli, relatore Simona Romani, pp. 72. [Master's Degree Thesis]

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Abstract/Index

Introduction to personalized marketing. Why mass marketing is failing. Personalized marketing–illustrating the relevance, methods and ethical concerns through a literature review. Methods and best practices in personalized marketing. Revolutionizing marketing personalization: the impact and applications of artificial intelligence. Analyzing consumer perceptions and ethical considerations of artificial intelligence. Identifying the research gap and research question. Hypotheses and conceptual framework. Conceptual framework. Theoretical background. Experimental research. Methodology and study. Data analysis. General discussion.

References

Bibliografia: pp. 58-59.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair:	Consumer behavior
Thesis Supervisor:	Romani, Simona
Thesis Co-Supervisor:	Lefkeli, Deniz
Academic Year:	2023/2024
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	28 Jan 2025 13:38
Last Modified:	28 Jan 2025 13:38
URI:	https://tesi.luiss.it/id/eprint/41043

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