PERSONALISED DIGITAL MARKETING AND CUSTOMER ENGAGEMENT: EXAMINING THE EFFECTS OF DATA PRIVACY CONCERNS AND PERCEIVED VALUE.

Personalized digital marketing holds a lot of promise in relation to increased customer engagement but poses issues regarding personal data collection and consumer privacy. In this regard, the current research seeks to investigate the influence of the factors of Data Privacy Concern and Perceived Value on customer engagement in personalized digital marketing, viewed from the perspective of social media marketing in Nigeria. It seeks to investigate if there are any effects that privacy considerations could have on engagement and how consumers' perceptions of value could affect the same. In carrying out this research, the approach used was a Qualitative Integrative Literature Review of twenty academic literature sources published from 2020 to 2025. Thematic content analysis was done using Microsoft Excel 2021 based on the theories of Privacy Calculus Theory and Social Exchange Theory. The results reveal that privacy concerns could lead to disengagement because of information vulnerability, intrusiveness and opaqueness. Positive engagement could come from perceived value when the ads delivered through the personalized advertisement were relevant and provided consumer value. These effects would be dependent on the perceptions that consumers have on the benefits and privacy threats from the relationship. The authors argue that personalization should consider the issue of ad relevancy and information. There is a need to have a good information sharing strategy which takes into account both privacy and perceived value into the process of engaging the customers