Investigating the Negative Impact of Personalized Marketing on Customer Retention among Gen Z Population

Personalized marketing has been the cornerstone of contemporary digital strategy, using high- end analytics and artificial intelligence to give targeted advertisements and communications. While this would ideally boost customer experience and deepen loyalty, it still faces certain challenges in the new generation that is known to be the most digitally native and keenly aware of privacy: Gen Z. This research examines whether the personalized marketing strategy, such as privacy invasion, information overload from over personalized content, and trust degradation, may harm the retention of these customers.