Navigating the filter bubble: A pill for hyperpersonalization

Title

Navigating the filter bubble: A pill for hyperpersonalization

Creator

Mathews, Ruth; Malhotra, Amit; Kaur, Harpreet

Description

AI-driven personalization has transformed the digital landscape shaping consumer behavior, active engagement and influencing purchase intention. However, the extensive use of these strategies have led to a filter bubble-a state of intellectual isolation due to hyper-personalisation. Users are confined to information that reinforces their existing beliefs, limiting awareness of alternative products and leading to advertising fatigue. The chapter delves into extensive literature on filter bubble phenomenon to draw parallel implications from political marketing to consumer marketing. It discusses strategies to mitigate the impact of hyper-personalisation. These strategies focus on platform-specific dynamics, audience fragmentation v/s duplication, and leveraging automated serendipity and ideological polarisation to foster diversity and consumer engagement. The chapter articulates the strategic role of social media in offering personalised marketing to consumers. 2025, IGI Global Scientific Publishing.

Source

Multiple-Criteria Decision-Making (MCDM) Techniques and Statistics in Marketing;pp.527-545

Date

01-01-2025

Publisher

IGI Global

Coverage

Mathews R., Christ University, India; Malhotra A., Christ University, India; Kaur H., Christ University, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-836939124-2; 979-836939122-8;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-9122-8.ch023

https://www.scopus.com/pages/publications/105002941422?origin=resultslist