This study examines consumer attitudes toward personalized marketing in food delivery applications, with a focus on the roles of enjoyment, privacy, and trust. Using quantitative cross-sectional survey design, data were collected to evaluate user perceptions of personalized marketing content on digital food delivery platforms. The study is grounded in theories of personalization, privacy calculus, and digital trust, and investigates factors including enjoyment, comfort with data usage, perceived data security, trust, perceived usefulness, and behavioral intention. Descriptive statistical analysis revealed that consumers generally hold favorable attitudes toward personalized marketing due to its convenience and relevance. However, concerns regarding privacy and potential misuse of personal information moderate these positive perceptions. The findings highlight the importance of balancing personalization benefits with transparent data practices and strong privacy safeguards. The study provides practical implications for platform designers and marketers seeking to enhance user trust and engagement in food delivery applications.
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Marakhtanov Mikhali
School of International Management and Business Administration, Bauman Moscow State Technical University, Moscow, Russia, 105005.
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Marakhtanov Mikhali, “Consumer Perceptions of Localized and Personalized Digital Marketing Content in Food Delivery Applications”, Journal of Enterprise and Business Intelligence, vol.6, no.2, pp. 072-081, April 2026. doi: 10.53759/5181/JEBI202606008.
