A Marketing Approach to Recommender Systems
Kingsley Theophilus Igulu, Thipendra P. Singh, Friday Onuodu, N S Agbeb · 2023
The internet has everything. Searching, social networking, making recommendations, blogging, and micro-blogging are online activities. The internet facilitates these daily activities. Internet-based communication lets businesses and customers talk constantly. The internet has become the preferred platform for businesses seeking global expansion. Rather than visiting a store, buyers are increasingly opting to make purchases online from the comfort of their own homes. This creates a market for vendor-customer information sharing. The internet provides a wealth of information, which makes it difficult for clients to choose among their options. This chapter examines recommender systems from a marketing perspective. This chapter examines recommender systems, their classes, their characteristics, and how they can be used for marketing. We also discuss recommender systems that facilitate massive, detailed, and cost-effective data acquisition; one-to-one marketing analysis; market basket analysis; more informed, personalized, and adaptive recommendations; one-to-one marketing analysis; personalization and adaptation; niche targeting analysis; and improved merchandising and atmospherics. Efficient recommender systems should deliver only the best recommendations to the end user.