Recommender Systems and Social Networks: What are the Implications for Digital Marketing?
Year: 2014
Type: book-chapter
Abstract: This chapter describes the concept of social recommendation. Social recommendation found a new life because of social networks. The chapter shows that its management is difficult for brands and that recommender systems help free them from a certain number of problems concerning, notably, the transmitter of the recommendation (consumer, expert, opinion leader). Social recommender systems not only function within the ecosystem of networks, but also with many digital mediums. The chapter point outs the benefits of these recommender systems for the development of social commerce. It measures their efficiency in terms of online sales, operating principles, and usage principles. Social recommendation strategies pushed by brands must integrate the set of constraints set by the consumer themselves and sometimes the institutions which aim to improve the respect of privacy of Internet users.
Source: Wiley eBooks
Parent work: Recommender Systems
Author: Maria Mercanti‐Guérin
Institution: IAE Paris - Sorbonne Business School
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1559972894