Exploring the relationship between hyper-personalization and customer intention in social media marketing the moderating role of technology anxiety

Abstract

Research purpose: This study aims to analyze the factors influencing customer intention when engaging in hyper-personalized social media marketing (SMM) campaigns. It focuses on the interaction among key variables: Hyper-personalization (HP), Perceived Ease of Use (PEOU), Customer Engagement (CE), Perceived Usefulness (PU), Perceived Risk of Information Disclosure (PRID), Customer Intention (CI) and the moderating variable Technology Anxiety (TA). Research motivation: HP has become a transformative strategy in SMM, reshaping customer experiences through tailored content and interactions. However, the impact of HP on CI remains underexplored, and its effectiveness is still uncertain for many businesses. In Vietnam, HP is a relatively new concept with very limited academic research in the SMM context. Research design, approach, and method: The study adopts a quantitative research approach. Data were collected from a sample of 360 social media users in Ho Chi Minh City, particularly young consumers aged 18–25, through an online survey. Analytical tools such as SmartPLS and SPSS were employed to test the conceptual model and assess the correlations among the factors. Main findings: The findings show that most variables positively affect customer intention. HP enhances CE, PEOU, PU and PRID. CE, PEOU, PU also positively influence CI. Notably, PRID has a positive effect on CI, contrary to previous studies, likely due to Vietnam’s young, tech-savvy consumers valuing personalization benefits over risks. Additionally, TA strengthens the positive link between HP and both PEOU and PU. Practical/Managerial implications: This study enhances knowledge of customer behavior in HP marketing and provides strategic insights for businesses to optimize their strategies. The practical implications suggest that companies should design more effective HP campaigns and emphasize the importance of balancing personalization with customer privacy to foster trust and long-term loyalty.