International Journal of Research and Studies Publishing
The Effectiveness of Personalized Marketing Strategies on Consumer Engagement and Loyalty (Evidence from KSA)By: Dr. Nabil Izz al-Din Tarifi (1), Reem Adeeb Bakhsh (2)
Assistant Professor, Business Department, Jeddah International College, Saudi Arabia
(1)
Abstract: Nowadays, more than ever, there are global as well as local companies with only web sales. To mention a few: Google, Amazon, Ali Express and more. With a growing digital landscape and a tech-savvy population, companies in Saudi Arabia are increasingly adopting personalized marketing approaches to cater to individual preferences, cultural nuances, and consumer behaviors. This research utilizes both secondary data and primary data as data collection tools in terms of theoretical framework of literature review and an online survey questionnaire with a combination of Likert-scale options. The target population will consist of Saudi consumers across different demographics of age, gender. A stratified random sampling technique will be used to ensure representation from each stratum. The sample of the study will start with people living in the vicinity of Jeddah International College then expand to random consumers online through means of snowball sampling of referrals from participants. The sample of the study consists of 100 respondents. The independent variable of the study is personalized marketing strategies. The dependent variables of the study are consumer engagement and consumer loyalty. The study concludes that personalized marketing strategies have a favorable impact on consumer perceptions, engagement, and loyalty in Saudi Arabia. The majority of respondents expressed positive attitudes towards personalized offers, recommendations, and communications from brands. They also exhibited active engagement with personalized marketing efforts and demonstrated a willingness to make repeat purchases and recommend brands that utilize personalized marketing strategies. Keywords: Personalized Marketing Strategies, Consumer Engagement, Consumer Loyalty, Consumer Perception
Assistant Professor, Business Department, Jeddah International College, Saudi Arabia
(1)
MBA, Jeddah International College, Saudi Arabia (2) -
Alalwan, A. A., Baabdullah, A. M., Rana, N. P., & Dwivedi, Y. K. (2017). Consumer adoption of mobile banking in Saudi Arabia: A quantitative study. International Journal of Information Management, 37(3), 99-110.
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