@book{2025:kern:bringing_l,
title = {Bringing Light into Darkness},
year = {2025},
note = {Hyper-personalisation is currently considered THE leading buzzword in
digital marketing. But how does this form of communication affect
digital customer behaviour? This book provides evidence-based answers
to that question and introduces a validated measurement model for
hyper-personalisation in e-commerce. Drawing on literature analysis,
qualitative interviews and quantitative studies, the author is the
first to systematically conceptualise and empirically test
hyper-personalisation. The results show that it increases perceived
usefulness, persuasion and emotional attachment—without triggering
reactance. Based on these findings, the book addresses both
researchers and practitioners in digital marketing.},
edition = {1},
publisher = {Nomos},
address = {Baden-Baden},
series = {Reihe Dienstleistungsmanagement | Dienstleistungsmarketing},
volume = {9},
author = {Kern, Nora}
}