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Harnessing Recommender Systems for Brand Amplification
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Author(s): Mohamed Badouch (Ibnou Zohr University, Morocco), Hasna Mahmoud (Ibnou Zohr University, Morocco)and Mehdi Boutaounte (National School of Commerce and Management, Morocco)
Copyright: 2025
Pages: 16
Source title:
Strategic Brand Management in the Age of AI and Disruption
Source Author(s)/Editor(s): Zahid Hussain (Khadim Ali Shah Institute of Technology, Karachi, Pakistan), Mohamad-Noor Salehhuddin Sharipudin (Universiti Putra Malaysia, Malaysia), Ahmad Albattat (Management and Science University, Malaysia)and Arman Khan (Shaheed Benazir Bhutto University, Pakistan)
DOI: 10.4018/979-8-3693-9461-8.ch005
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Abstract
Recommender systems are crucial for brand amplification in the digital age, leveraging AI to provide personalized recommendations that enhance engagement and loyalty. Analyzing user behavior, they suggest products and content that align with individual preferences, driving user engagement and boosting conversion rates (e.g., Amazon's deep learning-powered recommendations increased conversion by 35%). This personalized approach fosters stronger connections between brands and customers, leading to increased customer lifetime value and enhanced brand loyalty. This study explores the multifaceted applications of recommender systems in driving brand success, focusing on personalization, engagement, customer journey optimization, and brand storytelling. Ethical considerations and future trends are also addressed, emphasizing transparency, fairness, and responsible implementation to ensure user privacy and avoid algorithmic bias.
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