Manipulative Personalization in Social Commerce: Examining Consumer Distrust, Brand Switching, and Negative Word-of-Mouth

Abstract

For brand success in the digital age, companies are using more personalized marketing efforts to engage customers more effectively and drive sales. Yet, when consumers experience personalization strategies as manipulative, they may have detrimental effects including brand distrust, switching to alternative brands, and the proliferation of negative word of mouth. The research seeks to examine how perceived manipulative personalization is related to consumer distrust, brand switching behavior, and negative word of mouth. Based on survey research, the research will investigate how consumers respond to various personalization tactics and how their perceptions determine their loyalty and communication. The research will provide actionable recommendations for marketers who want to use ethical personalization practices without eroding consumer trust.