Recommendation Systems for e-Shopping: Review of Techniques for Retail and Sustainable Marketing

George Stalidis, Iphigenia Karaveli, Konstantinos Diamantaras, Marina Delianidi, Konstantinos Christantonis, Dimitrios Tektonidis, Alkiviadis Katsalis and Michail Salampasis ()
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George Stalidis: Department of Organisation Management, Marketing and Tourism, International Hellenic University, 57400 Thessaloniki, Greece
Iphigenia Karaveli: Department of Information and Electronic Engineering, International Hellenic University, 57400 Thessaloniki, Greece
Konstantinos Diamantaras: Department of Information and Electronic Engineering, International Hellenic University, 57400 Thessaloniki, Greece
Marina Delianidi: Department of Information and Electronic Engineering, International Hellenic University, 57400 Thessaloniki, Greece
Konstantinos Christantonis: Department of Information and Electronic Engineering, International Hellenic University, 57400 Thessaloniki, Greece
Dimitrios Tektonidis: Department of Information and Electronic Engineering, International Hellenic University, 57400 Thessaloniki, Greece
Alkiviadis Katsalis: Department of Information and Electronic Engineering, International Hellenic University, 57400 Thessaloniki, Greece
Michail Salampasis: Department of Information and Electronic Engineering, International Hellenic University, 57400 Thessaloniki, Greece

Sustainability, 2023, vol. 15, issue 23, 1-33

Abstract: In recent years, the interest in recommendation systems (RSs) has dramatically increased, as they have become main components of all online stores. The aims of an RS can be multifaceted, related not only to the increase in sales or the convenience of the customer, but may include the promotion of alternative environmentally friendly products or to strengthen policies and campaigns. In addition to accurate suggestions, important aspects of contemporary RSs are therefore to align with the particular marketing goals of the e-shop and with the stances of the targeted audience, ensuring user acceptance, satisfaction, high impact, and achieving sustained usage by customers. The current review focuses on RS related to retail shopping, highlighting recent research efforts towards enhanced e-shops and more efficient sustainable digital marketing and personalized promotion. The reported research was categorized by main approach, key methods, and specialized e-commerce problems addressed, while technological aspects were linked with marketing aspects. The increasing number of papers in the field showed that it has become particularly popular, following the explosive growth in e-commerce and mobile shopping. The problems addressed have expanded beyond the performance of the core algorithms to the business aspects of recommendation, considering user acceptance and impact maximization techniques. Technologies have also shifted from the improvement of classic filtering techniques to complex deep learning architectures, in order to deal with issues such as contextualization, sequence-based methods, and automatic feature extraction from unstructured data. The upcoming goals seem to be even more intelligent recommendations that more precisely adapt not only to users’ explicit needs and hidden desires but also to their personality and sensitivity for more sustainable choices.

Keywords: recommendation systems; e-commerce; sustainable marketing; retail; advanced methods for e-shops; business-oriented performance; marketing challenges (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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