Personalization in Marketing Communication: A Meta-Analysis
Eisend, Niewiadomska and van Noort address the personalisation paradox, in which personalisation can raise relevance and persuasion but can also trigger privacy concerns that undermine it. Prior research gives diverse results and lacks a generalisable pattern. Their meta-analysis integrates over one and a half thousand effect sizes of personalisation effects in marketing communication drawn from many studies, to show when personalisation works as a communication tool.
Eisend, Niewiadomska and van Noort address the personalisation paradox, in which personalisation can raise relevance and persuasion but can also trigger privacy concerns that undermine it. Prior research gives diverse results and lacks a generalisable pattern. Their meta-analysis integrates over one and a half thousand effect sizes of personalisation effects in marketing communication drawn from many studies, to show when personalisation works as a communication tool.
Written from the abstract as shown on the OpenAlex record, read 2026-11-04.
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Eisend, M., Niewiadomska, D., & van Noort, G. (2026). Personalization in Marketing Communication: A Meta-Analysis. Journal of Marketing. doi:10.1177/00222429261460888