Personalization of information is a process whereby individuals mold their online pages to match their "characteristics or preferences." Whenever you shop on Amazon or watch a movie on Netflix other suggestions are shown that are similar to the page you were on, this is a characteristic of personalization. According to an article, personal data can be obtained by looking at clicks, searches. or past histories and on social networks by likes or favorites. In the marketers perspective, personalization can increase engagement and interest and also lengthen the time spent on websites. On websites like Amazon and Netflix, personalization is beneficial. Rather than searching around the many dimensions of a website to find what you like, you can easily maneuver to items that interest you.
While personalization has benefits, there are also negative impacts. Corrupt Personalization is term used to describe the negative effects behind personalized information. An example used in this article is Facebook likes. Similar to other medias, you can like pages or statuses on Facebook. But instead of showing you similar pages that you may like, Facebook takes it upon themselves to like similar pages for you. While it may be similar to other likes, it doesn't necessarily mean that you like that particular page. This causes many users Facebook pages to be backed up with a lot of ads and information they didn't ask for. Today, on Facebook you see a majority of advertisements and shared pages from friends containing content that is unlike them. Although marketers effectively use personalization to keep the user engaged and active. Other social media like Facebook can skew your actual interest.