The Impact of Personalized Internet Marketing Development on User Confidence

Student: Kochetko Alesia

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

Brands strive to create more and more relevant content that will attract the attention of the user, arouse his interest in the brand and its product, and will help establish trust between the consumer and the brand. The mechanism of personalized Internet marketing is based on the collection and processing of personal data about the user and his behavior on the Internet. At the moment, personalized Internet marketing has a significant problem for the consumer at the present time - the consumer may lose confidence in the brand due to the loss of confidence in personalized advertising tools, since it considers the fact of data collection as a threat to its security.

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