Data-driven personalization in agro-food digital marketing: analysing how personalization in digital marketing affects consumer engagement and conversation rates for agro-food brands

Abstract

This dissertation explores the impact of data-driven personalisation in digital marketing within the agro-food sector, with a particular focus on consumer engagement, trust, and conversion behaviour. The study examines how personalised advertisements, recommendations, and digital communication strategies influence consumers’ online interactions and purchasing decisions. Drawing on existing literature related to personalisation, artificial intelligence, digital marketing analytics, social media marketing, and privacy concerns, the research highlights the growing importance of tailored marketing strategies in building stronger brand-consumer relationships. A quantitative research approach was adopted using an online questionnaire distributed to 48 respondents aged between 16 and 40 years. The findings indicate that personalised marketing can positively influence consumer engagement and purchasing behaviour, especially among consumers with specific dietary preferences such as vegan or gluten-free diets. At the same time, the study reveals significant concerns regarding privacy, data collection, and trust in brands. Many respondents appreciated the relevance and convenience of personalised content, yet expressed discomfort about the amount of personal information collected and shared by companies. The research also identifies transparency, ethical data handling, and the implementation of “privacy by design” principles as essential factors for maintaining long-term consumer trust. Furthermore, the study emphasises the importance of combining personalisation with sustainability values and authentic communication in order to strengthen emotional connections between brands and consumers. Although limited by a relatively small sample size and descriptive methodology, the dissertation provides valuable insights into the opportunities and challenges of personalised digital marketing in the agro-food industry. The findings suggest that successful personalisation strategies must balance technological innovation with ethical responsibility, consumer privacy, and genuine human-centred communication.