Copyright © 2025 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{170852,
        author = {Tejas Rajendra Rathod and Khwahish Chhablani and Janvi Gupta and Vinitha V},
        title = {Investigating the Negative Impact of Personalized Marketing on Customer Retention among Gen Z Population},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {7},
        pages = {917-922},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=170852},
        abstract = {Personalized marketing has been the cornerstone of contemporary digital strategy, using high-end analytics and artificial intelligence to give targeted advertisements and communications. While this would ideally boost customer experience and deepen loyalty, it still faces certain challenges in the new generation that is known to be the most digitally native and keenly aware of privacy: Gen Z. This research examines whether the personalized marketing strategy, such as privacy invasion, information overload from over personalized content, and trust degradation, may harm the retention of these customers.
Using a mixed-methods approach that integrates structured questionnaires with qualitative interviews, the present study explores how Gen Z perceives and interacts with personalized marketing strategies. It gives particular attention to the moderating effects of privacy sensitivity, digital engagement habits, and alignment with brand values. The findings provide insight into the balance between personalization and ethical marketing practices that focus on transparency and value-driven communication. This research will guide businesses in building long-term loyalty with Gen Z consumers.},
        keywords = {Gen Z, customer retention, marketing ethics, privacy sensitivity, targeted advertising.},
        month = {January},
        }