Between Personalization and Surveillance:  the Influence of Digital Marketing on Modern Consumers

Milica Njegovan Gužvica; Momčilo Bajac; Teodora Šišaković

doi:10.58898/sij.v4i2.86-97

Authors

Milica Njegovan Gužvica Faculty of management, University Union Nikola Tesla, Belgrade, Serbia https://orcid.org/0000-0002-3651-5714
Momčilo Bajac Faculty of management, University Union Nikola Tesla, Belgrade, Serbia https://orcid.org/0000-0003-2115-6373
Teodora Šišaković Faculty of management, University Union Nikola Tesla, Belgrade, Serbia

DOI:

https://doi.org/10.58898/sij.v4i2.86-97

Keywords:

digital marketing, consumer behavior, personalization, privacy

Abstract

This study examines the impact of digital marketing on consumer behavior and broader social processes, focusing on the role of digital platforms, algorithms, personalization, influencer marketing, and peer recommendations. A quantitative and descriptive approach was employed using an online questionnaire consisting of thirty questions organized into eight thematic sections, distributed in November 2025 to a sample of 130 respondents, primarily younger adults actively using the internet and digital platforms. The results indicate that respondents are aware of personalized advertisements and data collection practices, and those with higher awareness of data processing are more likely to perceive that algorithms influence their purchasing decisions. Peer recommendations, such as reviews and comments, were found to have a stronger influence on purchasing behavior than influencer promotions, highlighting the importance of perceived credibility and authenticity. The study also reveals that personalization and algorithmic content selection shape consumer engagement and trust, raising ethical concerns regarding privacy, surveillance, and the balance of power between platforms and users. These findings suggest that digital marketing is not only a commercial tool but also a social phenomenon that affects decision-making, information interpretation, and social norms. Future research should explore long-term effects of personalized content, cultural and demographic variations, and the impact of regulations and ethical standards on user perception and platform behavior.

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