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Personalization, Trust, and Identity in AI-Based Marketing: An Empirical Study of Consumer Acceptance in Greece

Artificial intelligence (AI) is increasingly used in marketing to deliver personalized messages and services. Although such tools create new opportunities, their acceptance by consumers depends on several factors that go beyond technology itself. This study examines how trust and ethical perceptions...

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Principais autores: Vasiliki Markou, Panagiotis Serdaris, Ioannis Antoniadis, Konstantinos Spinthiropoulos
Format: Artigo
Sprog:Inglês
Udgivet: MDPI AG 2025-11-01
Serier:Administrative Sciences
Fag:
artificial intelligence
personalized advertising
consumer trust
digital behavior
consumer identity
ethics
Online adgang:https://www.mdpi.com/2076-3387/15/11/440
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