Impacts of the Developments in Digital Media and Communication Technology on Personalization Research

Developments in communication technology and digital media altered the focus of personalization research. Starting from a technical perspective, research nowadays additionally inherits the marketing aspects of personalization. Personalization technologies and strategies are utilized by corporations in promotional activities and thus gained importance in personalization research. By using a research profiling approach, the interrelations between the research fields of personalization, communication technology as well as digital media are depicted. The results show where future research to enhance personalization in corporate communications by implementing enhanced communication technology in digital media, could start.