| Titre : |
The association between digital hyper-personalization and the confidentiality of customer data: a future challenge for companies, but not without danger for consumers. |
| Type de document : |
Mémoire |
| Auteurs : |
AKAABOUN JIBRIL, Auteur |
| Année de publication : |
2022 |
| Importance : |
31 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
MARKETING EXPERIENTIEL ; CLIENT ; ECONOMIE NUMERIQUE ; INTELLIGENCE ARTIFICIELLE
|
| Résumé : |
The writing of this dissertation is arranged in three main parts: Firstly, there is the literature review, where we will define the framework and environment of digital hyper-personalization by explaining the strategic interests for online brands and the expectations for consumers. In a second part we will note that this strategy of hyperpersonalization is not always reassuring for the protection of the privacy of individuals who express a feeling of anxiety about the collection of personal data by companies. We will then end by analyzing an overview of the law in force to protect the confidential data of consumers. Secondly, we will develop in another part a qualitative analysis carried out with consumers who shop online, in which we will explain the objectives and methodology of the interviews. The interest is to give voice to the respondents to obtain relevant results on current trends, in order to be able to correctly interpret our research model. Finally, we will end this essay with a general conclusion of the results obtained, outlining the benefits and limitations that allow us to formulate recommendations for companies. Thus, based on this reflection, it seems interesting to address the following initial problematic: "In a constantly evolving digital context, to what extent can companies offer hyperpersonalized content, while at the same time ensuring that consumer data protection is respected? |
| Programme : |
MSc Digital Expertise for Marketing |
| Spécialisation : |
Digital Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572160 |
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The association between digital hyper-personalization and the confidentiality of customer data: a future challenge for companies, but not without danger for consumers. / 2022 
