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Article
Publication date: 5 June 2007

Jari Vesanen

The object of this paper is to help to understand what it is all about in question when talking about personalization.

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Abstract

Purpose

The object of this paper is to help to understand what it is all about in question when talking about personalization.

Design/methodology/approach

A conceptual framework of personalization is presented, based on the literature.

Findings

Marketers are looking increasingly at personalization to help them improve the performance of their efforts. However, personalization seems to be hard to apply. Some of these problems are caused by the fact that personalization means something different to each business and to the different actors in the value chain. This lack of agreement regarding the meaning of personalization limits successful communication between the different actors who produce or buy services and products that are connection with personalized marketing. This hinders co‐operation between service providers and marketers who are willing to apply personalization.

Originality/value

It is hoped that the framework is useful when discussing and developing the idea of personalization further.

Details

European Journal of Marketing, vol. 41 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 7 September 2022

Samaneh Khavidaki, Saeed Rezaei Sharifabadi and Amir Ghaebi

This paper aims to explore the realm of literature about personalization of digital library services. This paper focuses on users’ unique needs and will identify different…

Abstract

Purpose

This paper aims to explore the realm of literature about personalization of digital library services. This paper focuses on users’ unique needs and will identify different types of personalized services. Therefore, this study has identified different types of services personalization in the context of digital academic libraries.

Design/methodology/approach

In this research, the systematic review method has been used to obtain the relevant indicators of different types of personalization in the context of libraries. To explain basic indicators, a Delphi method has been used. The Delphi panel’s members consisted of 15 experts (faculty members, researchers, professional users and software designers). A purposeful sampling and the Delphi fulfillment process were performed in three rounds. After collecting data, descriptive statistics (mean and standard deviation), inferential statistics (binomial distribution test) and the Kendall coordination coefficient were used to determine the consensus rate among experts.

Findings

A total of 103 indicators were extracted for different types of personalization through a systematic literature review. Of these, 90 indicators were considered significant in the experts’ view. Generally, content personalization, interactive personalization, collaborative personalization and information retrieval personalization are the main components of personalization types, each of which has its own indicators.

Originality/value

This study has dealt with the issue of what is personalized in the context of digital academic library. The findings should be helpful and effective in the development of a holistic view on personalization of services in digital libraries.

Article
Publication date: 1 August 2022

Brandon Vagner

The purpose of this study is to explore the effects of personalized task communication and examine auditor willingness to rely on and factor into their judgments and…

Abstract

Purpose

The purpose of this study is to explore the effects of personalized task communication and examine auditor willingness to rely on and factor into their judgments and decisions historically accurate internal evidence suggesting a less conservative collectability judgment and audit adjustment decision than unfavorable external and less credible internal evidence.

Design/methodology/approach

This study uses a 2 × 2 between-subjects experimental design manipulating whether participants receive source credibility insights leading to an evidence set consisting of mixed internal evidence signals, where historically accurate internal evidence suggests either a less conservative or similar collectability signal as unfavorable external evidence; and receive personalized or non-personalized task communication.

Findings

Through experimental analysis of 103 Big Four audit senior associates, the author found auditors factor into their collectability judgments and audit adjustment decisions historically accurate internal evidence suggesting less conservative collectability judgments and audit adjustment decisions than unfavorable external and less credible internal evidence. The author also found evidence that communication personalization elicits affect and increases effort levels for purposes of improving pre-task information processing and subsequent collectability judgments. The results also indicate that the influence of perceived personalization may not incrementally influence reliance on internal evidence that is consistent with unfavorable external evidence.

Originality/value

To the best of the author’s knowledge, this is the first study to examine auditor reliance behaviors when internal evidence suggests a less conservative collectability judgment and audit adjustment decision than unfavorable external evidence and is the first to explore communication personalization as a tool for effective audit knowledge transfer.

Details

Managerial Auditing Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0268-6902

Keywords

Book part
Publication date: 1 February 2021

Natalia Kucirkova

Abstract

Details

The Future of the Self: Understanding Personalization in Childhood and Beyond
Type: Book
ISBN: 978-1-80043-945-0

Book part
Publication date: 14 November 2014

Candace Walkington and Matthew L. Bernacki

As educators seek ways to enhance student motivation and improve achievement, promising advances are being made in adaptive approaches to instruction. Learning…

Abstract

Purpose

As educators seek ways to enhance student motivation and improve achievement, promising advances are being made in adaptive approaches to instruction. Learning technologies are emerging that promote a high level of personalization of the learning experience. One type of personalization is context personalization, in which instruction is presented in the context of learners’ individual interests in areas like sports, music, and video games. Personalized contexts may elicit situational interest, which can in turn spur motivational and metacognitive states like positive affect and focused attention. Personalized contexts may also allow for concepts to become grounded in prior knowledge by fostering connections to everyday activity. In this Chapter, we discuss the theoretical, design, and implementation issues to consider when creating interventions that utilize context personalization to enhance motivation.

Design/methodology/approach

First, we provide an overview of context personalization as an instructional principle and outline the emerging evidence that personalization can enhance motivation and improve achievement. We then discuss the theory hypothesized to account for the effectiveness of context personalization and discuss the approaches to personalization interventions. We close by discussing some of the practical issues to consider when bridging the design and implementation of personalization interventions. Throughout the paper, we anchor our discussion to our own research which focuses on the use of context personalization in middle and high school mathematics.

Findings

The theoretical mechanisms through which context personalization enhances learning may include (1) eliciting positive affective reactions to the instruction, (2) fostering feelings of value for the instructional content through connections to valued personal interests, or (3) drawing upon prior funds of knowledge of the topic. We provide hypotheses for the relatedness of context personalization to triggering and maintaining situational interest, and explore potential drawbacks of personalization, considering research on seductive details, desirable difficulties, and authenticity of connections to prior knowledge. We further examine four approaches to personalized learning – “fill-in-the-blank” personalization, matching instruction to individual topic interests, group-level personalization, and utility-value interventions. These approaches vary in terms of the depth of the personalization – whether simple, shallow connections are made to interest topics, or deep, meaningful connections are made to learners’ actual experiences. The consideration of depth also interacts with grain size – whether content is personalized based on the broader interests of a group, or the individual experiences of a particular learner. And finally, personalization interventions can have different levels of ownership – an instructor can generate the personalized connections, the connections can be made by the curriculum designers, or learners can take an active role in personalizing their own learning. Finally, we discuss the practical implementation issues when bringing context personalization interventions into K-12 classrooms. Personalization can be logistically difficult to implement, given that learners hold a diverse array of interests, and may experience each of those interests differently. In addition, particular types of instructional content may show greater sensitivity when personalization is implemented, and personalization may be most helpful for learners with certain background characteristics.

Originality/value

Realizing the promise of personalized learning is an unsolved problem in education whose solution becomes ever more critical as we confront a new digital age. Context personalization has the potential to bring together several well-established strands of research on improving student learning – research on the development of interest, funds of knowledge, and utility value – into one powerful intervention.

Abstract

Details

The Future of the Self: Understanding Personalization in Childhood and Beyond
Type: Book
ISBN: 978-1-80043-945-0

Article
Publication date: 21 June 2022

Khalid Mehmood, Katrien Verleye, Arne De Keyser and Bart Larivière

Over the last 50 years, increased attention for personalization paved the way for one-to-one marketing efforts, but firms struggle to deliver on this promise. The purpose…

Abstract

Purpose

Over the last 50 years, increased attention for personalization paved the way for one-to-one marketing efforts, but firms struggle to deliver on this promise. The purpose of this manuscript is to provide a complete picture on personalization, develop a future research agenda and put forth concrete advice on how to move the field forward from a theoretical, methodological, contextual, and practical viewpoint.

Design/methodology/approach

This research follows a systematic literature review process, providing an in-depth analysis of 135 articles (covering 184 studies) to distill the (1) key building blocks and components of personalization and (2) theoretical, contextual, and methodological aspects of the studies.

Findings

This manuscript uncovers six personalization components that can be linked to two personalization building blocks: (1) learning: manner, transparency, and timing and (2) tailoring: touchpoints, level, and dynamics. For each of these components, the authors propose future research avenues to stimulate personalization research that accounts for challenges in today's data-rich environments (e.g. data privacy, dealing with new data types). A theoretical, contextual, and methodological (i.e. industry, country and personalization object) review of the selected studies leads to a set of concrete recommendations for future work: account for heterogeneity, embed theoretical perspectives, infuse methodological innovation, adopt appropriate evaluation metrics, and deal with legal/ethical challenges in data-rich environments. Finally, several managerial implications are put forth to support practitioners in their personalization efforts.

Originality/value

This research provides an integration of personalization research beyond existing and outdated review papers. Doing so, it accounts for the impact of new technologies and Artificial Intelligence and aims to advance the next generation of knowledge development on personalization.

Details

Journal of Service Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 11 January 2021

Boyan Paskalev Bontchev, Valentina Terzieva and Elena Paunova-Hubenova

The purpose of this paper is to present principles for personalization of both learning content and gameplay in serious games for learning, which are based on a combined…

Abstract

Purpose

The purpose of this paper is to present principles for personalization of both learning content and gameplay in serious games for learning, which are based on a combined model of the student that comprises user, learner and player-related aspects of the student’s profile. Each of the considered user, learner and player sub-models has a static and dynamic group of characteristics. These characteristics assist general approaches for learning mazes game personalization applied to embedded mini-games (designed as information units, learning objects and educational tasks) so that to be adjustable and to enable learners to acquire knowledge more effectively.

Design/methodology/approach

A student modelling approach was applied to design the personalization of learning content in the educational maze game and each of them contained mini-games. To evaluate the student’s preferences about the types of mini-games and ways of their personalization depending on individual and group student characteristics, the authors conducted an online survey.

Findings

This study presents examples of personalization of four types of mini-games available in maze halls, namely, question, searching, arranging and action games. Next, the research discusses findings from an online survey aiming at the evaluation of the preferred types of mini-games and the way of their personalization. There are analysed results concerning the impact of the student model characteristics on the preferred ways of personalization in educational maze games, together with criteria for personalization of educational resources according to student’s level of knowledge, age, goals and learning style.

Research limitations/implications

A significant limitation of the research is the relatively small number of survey participants and the lack of studying the impact of learning and playing styles over game personalization. Another limitation of the study is the inclusion of only some of the mini-games within the demonstration maze, which respondents play before answering the survey questions.

Originality/value

This paper presents original research on the personalization of educational maze game based on a model of the student profile that comprises both static and dynamic properties reflecting user, learner and player-related aspects of the student character, together with results obtained from an online survey.

Details

Interactive Technology and Smart Education, vol. 18 no. 1
Type: Research Article
ISSN: 1741-5659

Keywords

Article
Publication date: 8 February 2021

Mark Lehrer and Stefan Schmid

For firms that depend on personalized management as a key element of their competitive advantage, maintaining personalized management in the face of sustained growth…

Abstract

Purpose

For firms that depend on personalized management as a key element of their competitive advantage, maintaining personalized management in the face of sustained growth presents a particular challenge. The purpose of this paper is to examine how firms in the Germanic Mittelstand have endeavored to “scale up” personalization.

Design/methodology/approach

Different ways of scaling up personalization are explained with examples.

Findings

The concept of personalization need not just concern customers, in contrast to conventional treatments of personalization. Mittelstand firms illustrate the scaling up of personalization to target stakeholder groups other than just customers.

Research limitations/implications

In recent years, personalization has come to refer to the customization of products to the preferences of individual customers. In contrast, a neglected but important topic is personalization of and within firms. Personalization refers to imbuing a firm with the personal qualities of individual personalities indissociable from management of the company.

Practical implications

Methods for scaling up personalization need to be truly scalable to be effective. Methods that only enable a one-time enlargement in the scope of the personalized business are liable to fail in the longer run.

Originality/value

By examining personalization as an important characteristic of small to medium-sized firms that they wish to maintain as they grow larger, this study highlights a little noticed dimension of Mittelstand growth strategies – and endeavors to bring personality back into research on “personalization.”

Details

Journal of Business Strategy, vol. 43 no. 3
Type: Research Article
ISSN: 0275-6668

Keywords

Article
Publication date: 13 February 2017

Sunčica Hadžidedić Baždarević and Alexandra Ioana Cristea

The purpose of this paper is to explore the type of personalisation services satisfying the needs of cancer websites’ target users, and the influence of their emotional…

Abstract

Purpose

The purpose of this paper is to explore the type of personalisation services satisfying the needs of cancer websites’ target users, and the influence of their emotional states on website usage intentions.

Design/methodology/approach

Three data collection methods were employed. Survey questionnaires were distributed to online health users. Interviews with representatives of the cancer-affected population further explored emotions as stimuli for online cancer-related activities. Finally, availability of personalisation features was evaluated on existing health websites in Bosnia and Herzegovina and the UK.

Findings

A clear preference emerged for personalisation on cancer-related websites. There are specific personalisation features the cancer-affected population desires. Interestingly, certain emotions were found to stimulate visits to health websites.

Research limitations/implications

Fighting cancer implies constant support, including from cancer-related websites. It is thus vital to understand the required personalisation, stemming from target users’ actual needs, including the neglected user characteristics, as are emotions for cancer-affected people. This supports emotion-based personalisation.

Originality/value

The paper focusses on the cancer-affected population, and developing a comprehensive understanding of their personalisation needs in online health services. It further shows which emotions influence intentions to use cancer websites. The three concepts combined have not yet been studied, to the best of the authors’ knowledge.

Details

Online Information Review, vol. 41 no. 1
Type: Research Article
ISSN: 1468-4527

Keywords

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