The role of geolocation based personalized marketing in food delivery applications

The study explores consumer perceptions of geolocation- based personalized marketing content in food delivery applications and its influence on customer engagement and loyalty. It addresses how consumers perceive personalized marketing content and how it affects customer brand engagement (CBE) and loyalty. Results of a quantitative survey show that consumers view personalized content as relevant, helpful, and beneficial to their customer experience. Respondents expressed concerns regarding privacy and third- party sharing, indicating a need for greater transparency. Although personalized content was not seen as the primary factor in choosing a food delivery app, it moderately enhanced consumer brand engagement by fostering interest and connection-though it fell short of generating deep emotional engagement or sustained attention. The content effectively supported customer loyalty, encouraging continued use and positive word- of- mouth. Findings confirm that personalized marketing enhances select dimensions of engagement, but its most substantial influence is reinforcing customer loyalty.