Institute of Electronic Commerce and Digital Markets

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Social Media & Recommender Systems

Web 2.0 enables internet users to communicate and interact with each other online using digital media and technologies. The aim of our research in this area is to gain new insights into consumer behavior by analyzing the effects of social interaction and its importance on the internet. We focus on investigating the behavior in social networks, the effect of user-generated content as well as a combined analysis of network and behavioral data.

In order to support customers in their purchasing decision, online retailers offer recommendations generated on the basis of a vendor-based recommender system. Otherwise, reviews are provided by customers. By conducting an experiment, we analyze the extent to which different recommendations generated by recommender systems and customer reviews make customers follow the recommendations. Our results show that customer reviews do not necessarily have a positive effect on the seller as they can contradict one another. Positive customer reviews support the effect of seller-oriented recommendation systems.


  • Social Networks
  • Social Commerce
  • Word-of-mouth
  • Social Capital
  • Reviews
  • User generated Content
  • Recommender Systems



  • Gesellschaft für Konsumforschung (Gfk)
  • Sulake


Publications in the area of 'Social Media & Recommender Systems'