Exploring the Impact of Artificial Intelligence-Based Recommendation Systems on Consumer Behavior in Russian Music Streaming Services

Student: Rostislav Kaytukov

Supervisor:

Educational Programme: Marketing: Digital Technology and Marketing Communications (Master)

Final Grade: 7

Year of Graduation: 2024

This master's thesis investigates the impact of artificial intelligence-based recommendation systems on the consumer behavior of customers of Russian music streaming services. The research draws upon theoretical models of technology adoption, such as UTAUT2, analyzes the current state of the market, as well as the practice of using recommendation systems in streaming services within the Russian market. An empirical study, including in-depth interviews and an online survey, revealed that high-quality music recommendations have a significant influence on user habits of using the service and their hedonistic motivation. Recommendations were formulated for Russian music streaming services on improving the quality of their recommendation systems and enhancing customer loyalty.

Full text (added May 15, 2024)

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