Personalization has become an essential approach in digital marketing, allowing companies to provide customized content, suggestions, and interactions that connect with specific consumers. This research examines how personalization affects customer engagement on digital platforms. Drawing on survey data from 350 online shoppers, the study highlights important factors influencing engagement, such as content relevance, perceived value, and trustworthiness. The results indicate that personalized marketing notably improves engagement metrics, including click-through rates, return visits, and brand loyalty. The study provides valuable recommendations for marketers aiming to enhance digital campaigns while managing the balance between personalization and privacy issues.