Sebastian Ullrich investigates personalized online presences. The aim is to gain insights into the effects of personalized online presences of weak and strong brands. Both affective and cognitive processes will be examined. Subsequently, the constructs of satisfaction and trust will be discussed in their role as mediators for bonding processes. Based on the theoretical findings, hypotheses regarding the functioning of personalized online presences will be formulated. Finally, implications for further research opportunities in the area of personalized online presences will be provided, along with practical recommendations. While many consumers frequently visit personalized online presences like Amazon or Facebook, the media and consumers often express skepticism due to data privacy concerns.