Beyond Privacy: A Study on Gen Z Consumers' Willingness to Share Personal Data for Personalized Digital Marketing in Hyderabad
Keywords:
Personal Data Awareness, Privacy Concerns, Brand Trust, Perceived Usefulness of Personalization, Incentive Perception, Willingness to Share Data, Generation Z, Personalized Digital Marketing, Hyderabad.Abstract
In the contemporary digital economy, personalized marketing has become a central feature of how brands communicate with consumers. Marketers increasingly use data such as browsing history, search behaviour, purchase history, interests and preferences to tailor advertisements, product recommendations and promotional offers. This growing use of consumer data exists alongside concerns about privacy, data misuse and the transparency of corporate data practices. Generation Z, the first digital-native cohort, is both a major target of personalized digital marketing and a group with considerable exposure to online data collection. This project proposes to examine the willingness of Gen Z consumers in Hyderabad, Telangana, to share personal data in exchange for personalized digital marketing.
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