Zakarneh, Mahmoud, Zakarneh, Abdelhadi, Yu, Xueyang and Nguyen, Truc ORCID: https://orcid.org/0000-0002-3360-819X (2025) The dark side of AI-driven personalisation. Consumer resistance and scepticism in marketing communications: a study of Chinese consumers. In: Corporate and Marketing Communications Conference (CMC) 2025, 15th - 16th April, 2025, Birmingham Business School, University of Birmingham. (In Press)

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Abstract

This study investigates consumer resistance to AI-driven personalisation in marketing communications, focusing on psychological, cultural, and privacy-related factors among Chinese consumers. Applying Reactance Theory and the Persuasion Knowledge Model, the research explores how excessive targeting can provoke negative reactions, reducing marketing effectiveness. Semi-structured interviews are used to understand consumers’ perceptions, revealing how privacy concerns, perceived intrusiveness, and lack of trust in AI contribute to scepticism. Managerial implications suggest ethical AI practices, including transparency and consumer control, to mitigate adverse effects. The findings provide valuable insights for businesses navigating AI personalisation in the rapidly evolving Chinese market.

Item Type:	Conference or Conference Paper (Paper)
Uncontrolled Keywords:	AI, marketing communications
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > Executive Business Centre
Last Modified:	13 May 2025 10:12
URI:	http://gala.gre.ac.uk/id/eprint/50412

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