Publicação
The Impact of Personalized Recommendations on Consumer Behavior Exploring FOMO and Impulsive Buying on Amazon
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Pinto, Diego Costa | |
| dc.contributor.author | Neves, Andreia Isabel Carvalho | |
| dc.date.accessioned | 2025-07-08T09:15:42Z | |
| 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 Marketing Intelligence | pt_PT |
| dc.description.abstract | The widespread adoption of Artificial Intelligence (AI) has transformed the social media environment dramatically. Advertising a cornerstone of this ecosystem, has been notably influenced by AI's capacity to personalise content, target people with pinpoint accuracy, and optimise user engagement. The aim of this study is to investigate the impact of personalized recommendations, specifically the exploitation of the Fear of Missing Out (FOMO) cognitive bias, on consumer purchasing behavior. I intend to study how Amazon utilizes AI-powered algorithms to trigger FOMO and drive impulsive buying. This research will contribute to a deeper understanding of digital addiction and the role of cognitive biases in consumer behavior. For these analyses, a study (1 PLS-SEM) was conducted with 230 participants, demonstrating how different consumer segments perceive and respond to personalized ads, leading individuals to ocasional impulse purchases driven by the fear of missing out, consequently causing regret. The present research provides an empirical contribution by increasing our knowledge of how cognitive biases like FOMO interact with AI-driven personalized advertising to influence consumer decision-making. Practically, the findings provide useful insights for marketers and digital platform designers by emphasising the ethical consequences of exploiting such biases, especially when they lead to impulsive purchases and consumer regret. These insights may guide the development of more responsible recommendation systems and advertising strategies. | pt_PT |
| dc.identifier.tid | 203968654 | |
| dc.identifier.uri | http://hdl.handle.net/10362/184927 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Personalized Recommendations | pt_PT |
| dc.subject | Artificial Intelligence | pt_PT |
| dc.subject | FOMO | pt_PT |
| dc.subject | Impulsive Buying | pt_PT |
| dc.subject | Consumer Behavior | pt_PT |
| dc.subject | SDG 9 - Industry, innovation and infrastructure | pt_PT |
| dc.subject | SDG 10 - Reduced inequalities | pt_PT |
| dc.subject | SDG 12 - Responsible production and consumption | pt_PT |
| dc.title | The Impact of Personalized Recommendations on Consumer Behavior Exploring FOMO and Impulsive Buying on Amazon | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.embargofct | Possibility of Publication | pt_PT |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Inteligência de Marketing | pt_PT |