Personalization of Digital Content: Empirical Studies on the Effects of Personalization on User Behavior in Digital Media

ISBN-13: 9783757577285 / Niemiecki / Miękka / 188 str.

Verena Thürmel

Opis

In recent decades, the media industry has undergone a digital transformation, resulting in the ubiquity of digital media in our daily lives. At the same time, technological advances have enabled firms to collect and analyze user data and derive detailed information about users' needs and preferences. As a result, media companies can gain extensive insights into their customers' interests, consumption patterns, personality traits, or social interactions, opening up the opportunity to personalize the user experience. While technology-savvy firms are already embracing this opportunity and personalizing large parts of the user experience, others are still figuring out if and how to implement content personalization. However, even established firms face challenges, such as mitigating users' perception to be misunderstood or choosing appropriate personalization approaches. Therefore, this dissertation investigates how personalized recommendations and their design cues affect user behavior in media settings in four empirical studies. The results provide practitioners with insights into the economic consequences of content personalization and guidelines for delivering a compelling personalized user experience.

Personalized recommendations have become ubiquitous in today's media landscape. This dissertation examines the opportunities of personalizing digital content.

O autorze

Verena Thürmel promovierte an der Ludwig-Maximilians-Universität München (LMU), wo sie als wissenschaftliche Mitarbeiterin am Institut für Digitales Management und Neue Medien (DMM) tätig war. Außerdem absolvierte sie an der LMU ihr Bachelor- und Masterstudium (B.Sc. und M.Sc.) in Betriebswirtschaftslehre sowie das postgraduale Studium zum Master of Business Research (MBR). Ihr Forschungsschwerpunkt liegt auf den Themen digitales Nutzererlebnis und Personalisierung.