The Impact of Data Privacy Concerns on Customized Marketing Effectiveness: Evidence from the Jordanian Market
DOI:
https://doi.org/10.51325/dt3jr955Keywords:
Digital marketing, consumer trust, data privacy concerns, personalized advertising, personalization-privacy paradoxAbstract
Within the context of Privacy Calculus Theory, this study investigates the relationship between consumers’ data privacy concerns and the perceived effectiveness of personalized marketing. Using a quantitative survey, the study examines how consumers weigh the benefits of personalization against the risks to their privacy in the context of digital marketing. The findings show that while consumers value personalized marketing, privacy concerns influence their overall perception of its effectiveness. High privacy concerns are linked to lower perceptions of personalized marketing strategies, underscoring the conflict between utility and risk. The study applies Privacy Calculus Theory to marketing effectiveness, extending beyond disclosure intentions alone. Jordan, as a developing market, is increasingly adopting digital marketing and growing more aware of data privacy issues. The findings highlight the importance of trust-building mechanisms, privacy-sensitive personalization strategies, and organizational transparency. Companies must balance their personalization efforts with responsible data practices in order to improve customer acceptance and sustain long-term engagement.
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Copyright (c) 2026 Enas Alsaffarini, Bahaa Subhi Awwad (Author)
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