Article

An Exploration of Personalization in Digital Communication. Insights in Fashion

Authors:

Tekila Harley Nobile,

Nadzeya KalbaskaAuthors Info & Claims

HCI in Business, Government and Organizations: 7th International Conference, HCIBGO 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Copenhagen, Denmark, July 19–24, 2020, Proceedings

Pages 456 - 473

https://doi.org/10.1007/978-3-030-50341-3_35

Published: 19 July 2020 Publication History

Abstract

Developing effective personalization has become a priority for many firms. Online personalization is considered a key trend for the future of retailing. Despite the vast research and interest in online personalization by academics and practitioners, its understanding remains fragmented and there is not a comprehensive and updated definition, which is able to capture its complexity. Hence, this research aims to provide an analysis of the definitions of online personalization in order to identify elements in common and sources of discrepancies of the concept. The five key elements that are identified are offerings, knowledge, channels, purpose and contextual factors. Moreover, critical issues that hinder the development of a clear understanding of the topic are discussed, such as the overlap with the concepts of customization and perceived personalization. Subsequently, following a similar procedure, a review of the state of the art of personalization studies specific to fashion in the online context is conducted. The study also identifies directions for further research.

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Cited By

Roshankish SFornara N(2021)Exploration of Norms and Policies in Digital Fashion Domain Using Semantic Web TechnologiesDesign, User Experience, and Usability: Design for Contemporary Technological Environments10.1007/978-3-030-78227-6_28(384-395)Online publication date: 24-Jul-2021
https://dl.acm.org/doi/10.1007/978-3-030-78227-6_28

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Published In

cover image Guide Proceedings

HCI in Business, Government and Organizations: 7th International Conference, HCIBGO 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Copenhagen, Denmark, July 19–24, 2020, Proceedings

Jul 2020

590 pages

ISBN:978-3-030-50340-6

DOI:10.1007/978-3-030-50341-3

Editors:
Fiona Fui-Hoon Nah
Missouri University of Science and Technology, Rolla, MO, USA
,
Keng Siau
Missouri University of Science and Technology, Rolla, MO, USA

© Springer Nature Switzerland AG 2020.

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Springer-Verlag

Berlin, Heidelberg

Publication History

Published: 19 July 2020

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Cited By

Roshankish SFornara N(2021)Exploration of Norms and Policies in Digital Fashion Domain Using Semantic Web TechnologiesDesign, User Experience, and Usability: Design for Contemporary Technological Environments10.1007/978-3-030-78227-6_28(384-395)Online publication date: 24-Jul-2021
https://dl.acm.org/doi/10.1007/978-3-030-78227-6_28

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