The Impact of Personalization in Digital Marketing on Consumers’ Purchase Intentions "Jenin Governorate as a Case Study"

Abstract

This study aimed to examine the impact of personalization in digital marketing on purchase intention among Palestinian consumers, from the perspective of marketing managers in Jenin Governorate orates. The researcher employed a descriptive-analytical design and adopted a qualitative approach for data collection, conducting semi-structured interviews with nine marketing managers in Jenin Governorate. A purposive sampling technique was used due to the challenges associated with encompassing the entire study population. To address the research questions, thematic analysis was utilized, relying on direct quotations from participants to accurately reflect their perspectives and substantiate the findings. The results are not generalizable across all sectors or governorates, as the study was confined to a purposive sample of companies within Jenin. Nevertheless, the findings highlighted a significant influence of personalization on purchase intention from the managers’ viewpoint. It should be noted that this does not diminish the importance of personalization in retaining existing customers, as it remains a critical tool for fostering customer loyalty. Moreover, participants consistently identified several key challenges, including the small size of the Palestinian market, difficulties in reaching consumers, and intense market competition. Based on these findings, the study recommends that companies develop and implement clearly defined personalization strategies and adopt systematic approaches for audience targeting. Additionally, it is suggested that future research explore these issues from the consumers’ perspective, with particular emphasis on the youth segment.