Thesis:

Title : Determining the relationship between empowerment-based personalization, trust, privacy concern, perceived usefulness and customer engagement

This study aimed to determine the relationship between empowerment-based personalization, trust, privacy concerns, perceived usefulness, and customer engagement. The statistical population of this study consisted of employees of offices, companies, and other private and government organizations in Sabzevar city that dealt with media and advertising in some way. The number of these people was approximately 250, of which 148 were selected based on the Morgan table and the questionnaires were distributed among them. These questionnaires were placed as links in the media colleagues group, and after reaching the quorum, the questionnaires were removed from the group. In this study, 16 constructs extracted from previously published studies were examined, which were 16 questions from AI-based personalization questionnaires questions, consumer perception of trust 3 questions, perception of privacy concerns 3 questions, perceived usefulness 4 questions, and consumer engagement 3 questions. A rating scale with response options from 1 disagree) to 5 (strongly agree) was adopted to assess all constructs. In this study, data will be analyzed using SPSS 28 software. Inferential and descriptive statistics were used to analyze the data. Descriptive statistics were used to examine and compare the mean and standard deviation of variables to analyze the research hypotheses, which included k-s tests to examine the normality of the research variables and structural equation modeling using partial least squares and PLS software. The research findings showed that there is a significant relationship between the set of personalization variables based on empowerment, trust, privacy concerns, and perceived usefulness with customer engagement. These variables explain a total of 54.80 percent of the variance in customer engagement, R² = 0.548, which indicates the favorable explanatory power of the research model.

Keywords: Keywords: empowerment-based personalization, trust, privacy, perceived usefulness, customer engagement