Publicação
AI vs. Human Recommendations: Consumer Behavior in the Music Streaming Context
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Rohden, Simoni Fernanda | |
| dc.contributor.author | Costa, Afonso Duarte Martins Moreira da | |
| dc.date.accessioned | 2025-06-27T15:54:35Z | |
| dc.date.embargo | 2027-06-26 | |
| dc.date.issued | 2025-06-26 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics | pt_PT |
| dc.description.abstract | As music streaming services increasingly rely on AI algorithms to deliver more personalized recommendations for users, it becomes important to understand how these compare to human suggestions. This thesis explores user preferences through two experimental studies and discovers that participants are more likely to follow and report higher satisfaction levels with recommendations from friends than from AI. Interestingly, this preference is not driven by trust or perceived personalization, suggesting other factors may play a more significant role. Social context did not moderate user responses, although it did influence the perception of usefulness, which emerged as a key mediator in group settings, with users perceiving human recommendations as more useful than AI. These insights help fill a gap in the literature on AI versus human recommendation sources and consumer behavior in experiential contexts like music. The findings also provide practical guidance for streaming platforms, emphasizing the importance of designing experiences that feel more human in order to foster engagement and long-term user satisfaction. | pt_PT |
| dc.identifier.tid | 203968590 | |
| dc.identifier.uri | http://hdl.handle.net/10362/184549 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Artificial Intelligence | pt_PT |
| dc.subject | Music Streaming Services | pt_PT |
| dc.subject | AI Personalization | pt_PT |
| dc.subject | AI Trust | pt_PT |
| dc.subject | Recommendation Systems | pt_PT |
| dc.title | AI vs. Human Recommendations: Consumer Behavior in the Music Streaming Context | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.embargofct | Possibilty to publish the dissertation if agreed. | pt_PT |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Marketing Digital e Análise de Dados | pt_PT |