The Impact of YouTube Personalization Algorithm of Content on Consumer Behavior in India
(R2022-111661)

AUTHORS

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

ABSTRACT

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.