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 Mathews, Ruth; Malhotra, Amit; Kaur, Harpreet Title A name given to the resource Navigating the filter bubble: A pill for hyperpersonalization Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Multiple-Criteria Decision-Making (MCDM) Techniques and Statistics in Marketing;pp.527-545 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3693-9122-8.ch023" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3693-9122-8.ch023</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105002941422?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105002941422?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 Mathews R., Christ University, India; Malhotra A., Christ University, India; Kaur H., Christ University, India Description An account of the resource 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. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-836939124-2; 979-836939122-8; 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