Author Type

Undergraduate Student

Date of Award

Spring 4-28-2025

Document Type

Thesis

Publication Status

Version of Record

Submission Date

June 2026

College Granting Degree

Harriet L. Wilkes Honors College

Thesis/Dissertation Advisor [Chair]

Zachary Ferrara

Abstract

Personalized marketing uses consumer data and advanced technologies to deliver highly individualized content and offers, reshaping traditional one-size-fits-all strategies. Over time, brands have transitioned from broad campaigns to data-driven efforts capable of catering to personal preferences. Consumer engagement evolves beyond basic clicks or purchases, encompassing emotional connection, brand loyalty, and sustained lifetime value. This thesis examines the evolution of personalization and investigates metrics to assess effectiveness. It also addresses the core strategies and ethical concerns of consumers. Ultimately, this work argues that personalized marketing significantly enhances consumer engagement and loyalty by creating individualized experiences grounded in responsible data usage and transparency, thus driving brand growth and a stronger return on investment.

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