A typology of personalisation practices in marketing in the digital age

Cavdar Aksoy N., Tumer Kabadayi E., YILMAZ C., Kocak Alan A.

JOURNAL OF MARKETING MANAGEMENT, vol.37, pp.1091-1122, 2021 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 37
  • Publication Date: 2021
  • Doi Number: 10.1080/0267257x.2020.1866647
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, International Bibliography of Social Sciences, Periodicals Index Online, ABI/INFORM, Business Source Elite, Business Source Premier, Public Affairs Index
  • Page Numbers: pp.1091-1122
  • Keywords: Personalisation, individual-level information, social-level information, situation-based information, WEB PERSONALIZATION, ADAPTIVE PERSONALIZATION, E-COMMERCE, LOCATION PERSONALIZATION, CONSUMER-BEHAVIOR, SELF-REFERENCE, FUTURE, SYSTEM, USER, DESIGN
  • Abdullah Gül University Affiliated: Yes


One reflection of the digital age is creating personalised experiences in different ways by collecting and processing personal level information about individuals. Understanding and explaining this process can be beneficial both for marketing researchers and practitioners. This study aims to review and integrate decades of research on personalisation and practical applications in marketing to provide a comprehensive classification system for such personalisation. In this context, personalisation studies and practices are examined using two different approaches: the first based on the methods and modes of communication and the second based on the type of information being presented. Determined methods and modes of communication include self-reference, anthropomorphism, and system characteristics. The types of information presented in this study are individual-level, social-level, and situation-based. Based on our typology of personalisation, we discuss the topic using the extant literature and offer contributions, limitations, and suggestions for further research.