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International Journal of Advances in Business and Management Research (IJABMR)
Articles
DOI: 10.62674/ijabmr.2025.v2i04.005
Published: 2025-06-12

Customization and Personalization: Driving Engagement and Loyalty in the Digital Marketplace

Prestige Institute of Management & Research, 462021 Bhopal (M.P.)
Prestige Institute of Management & Research, 462021 Bhopal (M.P.)
Prestige Institute of Management & Research, 462021 Bhopal (M.P.)
Artificial Intelligence in Branding Customization Customer Engagement Personalization

Abstract

Purpose:The Purpose of this paper is to systematically review the literature available on the concepts of customization and personalization within the framework of digitized market structure. Being a customer centric era, the research aims at analyzing and evaluating the impact of these strategies on the customer engagement and customer loyalty taking into consideration the current trends, implications and challenges. The paper also delves into the role of Artificial intelligence and technological advancements in shaping branding strategies. Design/methodology/approach: The Systematic Literature Review(SLR) method is used to critically evaluate the existing literature on personalization and customization in branding. The in depth study of various relevant academic work provides a clear and holistic understanding of the topic. Findings: The digital era has revolutionized the approach and the experience that the companies are providing to the customers. Personalization and customization backed up with Artificial intelligence are playing a major role in increasing the customer satisfaction by providing tailored products and services.This ultimately impacts the customer connections and  loyalty towards the brands in a positive way. Although a major challenge is the existence of privacy concerns due to personalization. The marketers can overcome this by balancing this concern with the privatization and standardization. Practical implications: The marketers should utilize the consumers demand with the help of customer interactions to effectively craft their branding strategies and increase customer engagement and loyalty.

References

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How to Cite

Motlani, S., Choudhary, S., & Jain, R. (2025). Customization and Personalization: Driving Engagement and Loyalty in the Digital Marketplace. International Journal of Advances in Business and Management Research (IJABMR), 2(4), 42–53. https://doi.org/10.62674/ijabmr.2025.v2i04.005

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Article Contents

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Journal title

International Journal of Advances in Business and Management Research (IJABMR)

ISSN (online)

2584-1718

Publisher's name

Swami Vivekananda Global Academy, India

Established Since

2023

Email Id

info@ijabmresearch.org

DOI Prefix

10.62674/ijabmr

Peer Review

Double Anonymous Peer Review

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CC BY-NC-ND

Open Access

Yes

 

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