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Content Curatorship and Collaborative Filtering: A Symbolic Interactionist Approach
University of Pretoria.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0002-9628-3599
Western Norway University of Applied Sciences, Sogndal.ORCID iD: 0000-0001-7732-0043
School of Industrial Engineering and Management, Royal Institute of Technology.
2018 (English)In: Back to the Future: Using Marketing Basics to Provide Customer Value : Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference / [ed] Nina Krey, Patricia Rossi, Cham: Springer, 2018, p. 705-715Conference paper, Published paper (Refereed)
Abstract [en]

This paper explores the premise whether sophisticated algorithms that drive curatorship of content for consumers consider a symbolic interactionist perspective on consumer desire for content and whether content offerings, personalisation and the consequent shaping of curatorship algorithms can be based on such an understanding. Curatorship of online content, whether this be product or information based, drives value, consumer engagement and profitability. Curatorship and recommender systems also deliver a personalised experience of the product or services. A review of the reasoning behind such systems reveals that most follow an empirical perspective, namely, the use of statistical tools and information systems algorithms on a behavioural dataset. A theoretically driven approach appears to be lacking. This paper seeks a theoretical approach to online content curatorship embedded in symbolic interactionism. In addition, it seeks to tease out the approach to one that embraces both notions of content curation based on similarity but also on a desire for difference and change. The paper looks at symbolic interactionism in the context of social and individual selves, its role in collaborative filtering, advances a set of propositions for a curation and collaborative filtering model and ends with the possible implications for marketing.

Place, publisher, year, edition, pages
Cham: Springer, 2018. p. 705-715
Series
Developments in Marketing Science : Proceedings of the Academy of Marketing Science, ISSN 2363-6165
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-67080DOI: 10.1007/978-3-319-66023-3_228ISBN: 978-3-319-66022-6 (print)ISBN: 978-3-319-66023-3 (electronic)OAI: oai:DiVA.org:ltu-67080DiVA, id: diva2:1168195
Conference
2017 Academy of Marketing Science (AMS) Annual Conference, AMSAC 2017, Coronado, CA, 24-26 May 2017
Available from: 2017-12-20 Created: 2017-12-20 Last updated: 2018-06-27Bibliographically approved

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CiteExportLink to record
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