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Comparing Algorithm-Based and Friend-Based Recommendations on Audio Streaming Platforms

Author

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  • Anne Mareike Flaswinkel

    (Department of Business Administration and Economics, Bielefeld University, Universitaetsstrasse 25, 33615 Bielefeld, Germany)

  • Reinhold Decker

    (Department of Business Administration and Economics, Bielefeld University, Universitaetsstrasse 25, 33615 Bielefeld, Germany)

Abstract

With the rise of audio streaming platforms (ASPs), users face the challenge of navigating a large amount of audio content. Companies are increasingly employing algorithms to provide personalized recommendations to their customers; however, word-of-mouth research has demonstrated in numerous studies the crucial role of friend-based recommendations, particularly in the realm of experience goods. Considering the experiential factor in ASPs, existing insights into recommendations raise the question of which recommendation source holds a greater advantage in the realm of ASPs. This study deals with recommendation sources in the field of ASPs and examines in particular the effects of algorithm-based suggestions on users' listening intentions. Using a quantitative research approach, we investigate users' attitudes toward recommended content and compare the intentions to listen to suggested content in cases of algorithmic and friend-based recommendations. Our results provide valuable insights for companies planning to provide helpful recommendations to ASP users and increase their listening intentions for recommended content.

Suggested Citation

  • Anne Mareike Flaswinkel & Reinhold Decker, 2024. "Comparing Algorithm-Based and Friend-Based Recommendations on Audio Streaming Platforms," International Review of Management and Marketing, Econjournals, vol. 14(2), pages 7-12, March.
    • Handle: RePEc:eco:journ3:2024-02-2
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    References listed on IDEAS

    as
    1. Chen, Yubo & Fay, Scott & Wang, Qi, 2011. "The Role of Marketing in Social Media: How Online Consumer Reviews Evolve," Journal of Interactive Marketing, Elsevier, vol. 25(2), pages 85-94.
    2. Dörr, J. & Benlian, Alexander & Vetter, J. & Hess, T., 2010. "Pricing of Content Services — An Empirical Investigation of Music as a Service," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 57905, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
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    More about this item

    Keywords

    Audio Streaming Platform; Recommendation. User Choice; Listening Intention; Algorithms; Recommendation Systems;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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