CONSUMER TRUST AND COMMUNICATION VALUE IN PERSONALIZED DIGITAL MARKETING: A METHODOLOGICAL FRAMEWORK FOR MARKETING COMMUNICATIONS MANAGEMENT

Abstract

Personalized digital marketing allows organizations to adapt messages, offers, timing, and channels to customer characteristics; however, a higher degree of personalization does not automatically lead to stronger communication outcomes. When customers perceive data use as opaque, intrusive, or disproportionate to the value received, personalization may weaken trust and reduce their willingness to engage. This article develops a methodological framework for managing personalized marketing communications through the joint consideration of communication value and consumer trust. The framework introduces four managerial dimensions: perceived relevance, transparency of data use, customer control, and proportionality between data intensity and customer benefit. It also proposes a Personalization Governance Matrix that distinguishes four communication strategies according to expected value and trust risk. The study provides a conceptual basis for empirical research in Uzbekistan’s retail, e-commerce, banking, telecommunications, and service markets.