Consumer Resistance to Hyper-Personalised Marketing: The Roles of Privacy Concern, Perceived Intrusiveness and Marketing Fatigue
Abstract
The rapid development of artificial intelligence, big data analytics and behavioural tracking has transformed digital marketing from mass communication into highly personalised engagement. Although hyper-personalised marketing can improve relevance and customer experience, excessive personalisation may generate consumer resistance when individuals perceive data practices as invasive, manipulative or exhausting. This research examines the influence of privacy concern, perceived intrusiveness and marketing fatigue on consumer resistance to hyper-personalised marketing. The study develops a conceptual framework explaining how psychological and behavioural reactions shape negative responses towards personalised advertising. A quantitative research design is proposed using survey data collected from digital consumers. Statistical analysis including reliability assessment, correlation analysis, regression analysis and hypothesis testing is used to evaluate relationships among variables. The findings indicate that privacy concern, perceived intrusiveness and marketing fatigue positively contribute to consumer resistance. The study provides implications for marketers seeking to balance personalisation benefits with consumer autonomy, transparency and trust.
How to Cite
Sakshi , "Consumer Resistance to Hyper-Personalised Marketing: The Roles of Privacy Concern, Perceived Intrusiveness and Marketing Fatigue", Vol. 3, Issue 9, 26-12-2025, pp. 90-95.
