Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Consumer Responses to the Personalization of Marketing Communications: A Meta-Analysis

Published: May 24, 2023


Xia Liu, Faculty of Economics & Business, University of Groningen; Tammo Bijmolt, University of Groningen; Marijke Leliveld, University of Groningen; Hong Zhao, University of Chinese Academy of Sciences


Personalization of marketing communications, propelled by consumer expectations and technology, has become companies’ top priority. However, the marketing literature lacks a comprehensive empirical integration of the consumer responses to personalization. This study integrates empirical evidence on the effects of personalization on consumer responses and examines five categories of moderators (message, source, setting, receiver, and personalization strategies) explaining the variance in the reported outcomes. In particular, we conduct a meta-analysis based on 508 effect sizes. The results show that personalization has medium-sized effects on marketing intended responses (g = 0.506) and somewhat smaller effects on unintended responses (g= 0.316). Several moderators (e.g., brand familiarity and picture information about the product) significantly influence the effectiveness of personalization on consumer responses.