Personalization, Trust, and Identity in AI-Based Marketing: An Empirical Study of Consumer Acceptance in Greece

Vasiliki Markou (), Panagiotis Serdaris, Ioannis Antoniadis and Konstantinos Spinthiropoulos
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Vasiliki Markou: Department of Management Science and Technology, University of Western Macedonia, 50150 Kozani, Greece
Panagiotis Serdaris: Department of Management Science and Technology, University of Western Macedonia, 50150 Kozani, Greece
Ioannis Antoniadis: Department of Management Science and Technology, University of Western Macedonia, 50150 Kozani, Greece
Konstantinos Spinthiropoulos: Department of Management Science and Technology, University of Western Macedonia, 50150 Kozani, Greece

Administrative Sciences, 2025, vol. 15, issue 11, 1-19

Abstract: Artificial intelligence (AI) is increasingly used in marketing to deliver personalized messages and services. Although such tools create new opportunities, their acceptance by consumers depends on several factors that go beyond technology itself. This study examines how trust and ethical perceptions, familiarity and exposure to AI, digital consumer behavior, and identity concerns shape acceptance of AI-based personalized advertising. The analysis draws on data from 650 Greek consumers, collected through a mixed-mode survey (online and paper), and tested using logistic regression models with demographic characteristics included as controls. The results show trust and ethical perceptions of acceptance as factors, while familiarity with AI tools also supports positive attitudes once trust is established. In contrast, digital consumer behavior played a smaller role, and identity-related consumption was negatively associated with acceptance, reflecting concerns about autonomy and self-expression. Demographic factors, such as age and income, also influenced responses. Overall, the findings suggest that acceptance of AI in marketing is not only a technical matter but also a psychological and social process. This study highlights the importance for firms to build trust, act responsibly, and design personalization strategies that respect consumer identity and ethical expectations.

Keywords: artificial intelligence; personalized advertising; consumer trust; digital behavior; consumer identity; ethics; technology acceptance (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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