ONLINE RECOMMENDATION SYSTEMS’ USAGE BY COMPANIES  IN BALTIC COUNTRIES

Elina Gaitniece

doi:10.12955/cbup.v5.913

Elina Gaitniece Faculty of Business, University of Latvia

DOI: https://doi.org/10.12955/cbup.v5.913

Keywords: recommendation system, eWOM, Baltic countries

Abstract

Global retailers are using sophisticated online recommendation systems (ORS) which enhance customers' loyalty towards the specific site. Online markets in Baltic countries are growing fast, but Baltic e-commerce sites are not using a wide enough range of eWOM tools. The aim of this paper is – to evaluate how eWOM through ORS is perceived and used by digital marketing specialists and e-commerce players in the Baltics. Research methods used were: literature analysis on ORS’s influence on consumer purchase decisions, and an expert survey and monitoring study. The research results revealed major barriers for advanced ORS usage in the Baltics, as they discovered a gap between experts' opinion and the current reality in the Baltics. The article provides recommendations to online retailers in the Baltics on improvements that are needed

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