Journal of Economics and Management Volume 21, No. 2 September, 2025

The Impact of Personalized Digital Marketing Strategies on the Purchasing Decisions of International Consumers in Taiwan

Lunga Dlamini

Department of International Business, Feng Chia University, Taiwan

Yueh-Shian Lee

Bachelor's Program of International Business Administration in English, Feng Chia University, Taiwan

Abstract

This research investigates the impact of personalized digital marketing strategies on international consumers' purchasing decisions in Taiwan. As digital marketing evolves, the ability to personalize marketing efforts has emerged as a significant driver of consumer behavior. Personalized Product Recommendations (PPR), Social Media Interactions (SMI), and Targeted Email Campaigns (TEC) are the primary strategies examined in this study. A total of 81 valid survey responses were collected from international consumers in Taiwan, with an emphasis on understanding how these strategies influence purchasing decisions. The findings highlight the strong influence of PPR and SMI, while TEC had a less significant impact. These results offer marketers valuable insights into the preferences of international consumers in Taiwan, suggesting that optimizing product recommendations and social media engagement can enhance the effectiveness of digital marketing campaigns.

Keywords：Personalized Digital Marketing Strategies, Personalized Product Recommendations, Social Media Interactions, Targeted Email Campaigns

JEL Classifications：M310, M370

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