Response to Personalized Marketing Communication: An Empirical Investigation Comparing Users and Non Users of Surrogate Shoppers

This research tests the personalized marketing communication (PMC) model and examines the difference in response to PMC by users and non users of surrogate shoppers. Data was gathered through a PAN India online survey from users and non users of surrogate shoppers in the travel and finance sectors. Using the conceptual lens of stimulus organism response theory, and the analytical techniques of structural equation modeling and multi-group...