Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2022 Regional Conference

The Impact of YouTube Personalization Algorithm of Content on Consumer Behavior in India

Published: December 1, 2022


Richard Beswick, SBS Swiss Business School, Kloten, Zurich; Akshatha Ilangovan, SBS Swiss Business School, Kloten, Zurich


YouTube, one of the world's most popular online streaming social media platforms, leverages Google Brain, for personalization of its content. Powered by advanced techniques and systems founded in machine learning and artificial intelligence, the concept of personalization finds its roots in digital marketing with a primary purpose to augment online customer experience. This research work aims to comprehend and quantify the impact of personalization of YouTube on consumer usage, behavior and attitudes in the context of India, one of YouTube's largest markets worldwide. Through both digital marketing as well as technical perspectives, a thorough understanding of personalization in YouTube India's digital landscape has been developed followed by the establishment of a statistically significant impact of YouTube personalization on consumer usage and behavior in India.