Consumers' perception of personalized marketing content and its impact on their engagement

Abstract

The present internship report explores how consumers perceive personalized marketing content and how it impacts their engagement with the brand within the context of geolocation-based content in food delivery applications. The attentive literature review together with the internship experiences contributed to shaping the research questions investigated in this study. The first research question evaluates consumers’ perception of personalized marketing content in Food Delivery Applications. The second research question explores how personalized marketing content in Food Delivery Applications affects customers’ engagement and loyalty. Both questions have been investigated through a quantitative methodology, consisting of a survey submitted to a chosen sample. According to the key findings, consumers appear to enjoy personalized content since the majority expressed a generally positive attitude, with most of the sample describing it as relevant, useful, and valuable to enhance their customer experience. In addition, participants expressed a fair level of comfort in using their private data for personalized marketing content in the food delivery application. However, concerns related to trust in data management practices represent areas for improvement. Lastly, most of the sample did not indicate personalized marketing content as a primary factor in selecting specific food delivery applications. With respect to consumer brand engagement (CBE), results revealed that personalized marketing content drives a moderate level of CBE. While this content typology can attract interest, receptiveness, and moderate levels of brand connection, it fails to boost high levels of enthusiasm, impact engagement on a deeper level, and maintain it long-term. In conclusion, personalized marketing content improves some aspects of CBE but showcases difficulties in reaching its complete potential. Still, it plays a significant role in fostering customers’ loyalty, motivating them to keep using and recommending food delivery applications.

Date of Award	6 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Anna Carolina Boechat Chaves Fernandes (Supervisor)