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Improving Marketing Personalization with AI How Self Congruency Influences Consumer Engagement

Author

Listed:
  • Kent Nicolai Aliarte

    (Bachelor of Science in Office Administration, Polytechnic University of the Philippines Paranaque City Campus)

  • Jhunel Jhunic Dulay

    (Bachelor of Science in Office Administration, Polytechnic University of the Philippines Paranaque City Campus)

  • Niña Jannah Novilla

    (Bachelor of Science in Office Administration, Polytechnic University of the Philippines Paranaque City Campus)

  • Zendie Mae Z. Sario

    (Bachelor of Science in Office Administration, Polytechnic University of the Philippines Paranaque City Campus)

Abstract

The study investigates the complex relationship between self-congruity (perceived fit between one’s values or personality with a brand), customer engagement, and marketing personalization while examining how AI can enhance personalization strategies. Customer engagement is observed as a major consequence of self†congruity, the compatibility between a consumer’s brand image and his or her self-concept. Consumers who feel a brand represents their values and sense of self-interest are becoming ever more likely to try the products or services connected. This depth of engagement is reinforced by marketing personalization, where outbound and inbound experiences behave to the consumer according to their preferences on offers.

Suggested Citation

  • Kent Nicolai Aliarte & Jhunel Jhunic Dulay & Niña Jannah Novilla & Zendie Mae Z. Sario, 2024. "Improving Marketing Personalization with AI How Self Congruency Influences Consumer Engagement," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(12), pages 537-549, December.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:12:p:537-549
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    References listed on IDEAS

    as
    1. Wu, Wenqing & Wang, Hongxin & Wang, Xinchun, 2022. "Entrepreneur narcissism and new venture performance: A learning perspective," Journal of Business Research, Elsevier, vol. 149(C), pages 901-915.
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