Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Irfan, Mohammad; Soni, Samiksha; Evangeline, Ida; Kumar, Alok; Hooda, Jayant Title A name given to the resource Crafting Loyalty in the Age of Personalization: A Strategic Inquiry Into Customization and Consumer Commitment Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Modern Consumer Behavior at the Intersection of AI and Social Media;pp.225-252 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3373-2747-1.ch009" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3373-2747-1.ch009</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105031201234?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105031201234?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Irfan M., Chandigarh University, Unnao, India; Soni S., Christ University, India; Evangeline I., Government College of Engineering, Tirunelveli, India; Kumar A., Chandigarh University, Unnao, India; Hooda J., GLA University, Mathura, India Description An account of the resource In the fast-paced environment of the digital marketplace, customization and personalization have come to the forefront as the key drivers of consumer loyalty. Through data-driven approaches, brands can offer personalized experiences aligned with individual tastes, thus enhancing customer satisfaction and engagement. This research explores the influence of personalized and customized marketing initiatives on consumer loyalty, such as adaptive user interfaces, targeted email, and customized product offerings. With consumer expectations further enhancing themselves in terms of meaningful and relevant interactions, it is critical to explore the effectiveness of these approaches in driving long-term brand success. A quantitative approach will be utilized through a structured Google Form survey of more than 385 participants, including digital consumers and marketers. Correlation and regression will be used to explore the influence of personalization and customization on loyalty metrics such as repeat purchase, emotional brand attachment, and advocacy. 2026 by IGI Global Scientific Publishing. All rights reserved. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-833732749-5; 979-833732747-1; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online