Consumer Responses to Algorithmic Marketing Synthesis of Evidence and a Guiding Framework

Algorithmic marketing is progressively pervading consumer-firm interactions through datafied personalization, predictive analytics, and recommender systems. The rising practices have been welcomed for the convenience, relevance, and efficiency benefits they can provide. However, they also generate user concerns about autonomy, fairness, transparency, and privacy. The scattered research on consumer responses remains underdeveloped and fragmented across marketing, psychology, and information systems. This paper maps recent literature and builds a conceptual framework to explain consumers' evaluations and responses to algorithmic marketing. Four interrelated dimensions have important roles in determining the acceptance or resistance to algorithmic marketing: autonomy, trust, privacy concerns, and cultural factors. The paper connects the perspectives and fills the gap in the fragmented research landscape by clarifying the state of knowledge, uncovering blind spots, and advancing the theoretical and practical understanding of consumer reactions to algorithmic marketing. The paper's main contributions are the mapping of research streams, the proposition of an integrative framework, and the provision of recommendations for future research and responsible marketing practice.