Markenbindung durch personalisierte Internetauftritte

Sebastian Ullrich examines personalized Internet presences. The aim is to gain insights into the effects of personalized internet presences of weak and strong brands. Both affective and cognitive processes are to be considered. Subsequently, the constructs of satisfaction and trust will be discussed in their function as mediators for bonding processes. On the basis of the theoretical findings, hypotheses on the effects of personalised websites will be formulated. Finally, implications for further research possibilities in the field of personalised websites are given and recommendations for action in practice are derived. While many consumers visit personalized websites such as Amazon or Facebook particularly frequently, the media and consumers often show skepticism due to data protection concerns.