Algorithmic personalization and brand loyalty: An experiential perspective
(2024)
Journal Article
Obiegbu, J., & Larsen, G. (2024). Algorithmic personalization and brand loyalty: An experiential perspective. Marketing Theory, https://doi.org/10.1177/14705931241230041
This article explores the relationship between algorithmic personalization and brand loyalty by examining how personalization experiences are articulated within the context of music streaming consumption. Despite previous acknowledgement of the link... Read More about Algorithmic personalization and brand loyalty: An experiential perspective.