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Journal of Promotional Communications

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Published

2025-01-13

Issue

Vol. 11 No. 1 (2025)

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Articles

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You are more than what you click: Exploring the Impact of Movie Recommender Systems on Consumer Well-being

Marjan Biavaz

Faculty of Media and Communication, Bournemouth University

Janice Denegri-Knott

Professor in Consumer Culture & Behaviour at Bournemouth University

https://orcid.org/0000-0001-5208-8575

Abstract

Movie recommender systems are prevalent on streaming platforms, personalising content to enhance user engagement. However, there are concerns about their potential drawbacks. This paper investigates whether these systems can promote user well-being by integrating well-being metrics alongside traditional user behaviour data. We propose a Complementary Recommender System (CRS) framework that includes user well-being in the recommendation process. A quantitative experiment assessed the CRS's impact on various well-being components defined by the PERMA model. The CRS increased positive emotions, compared to behaviour-based systems. Engagement levels were similar across groups, suggesting the need for longer-term studies. The CRS led to greater improvements in relationship satisfaction and sense of achievement. Additionally, the CRS contributed to an increased sense of meaning, compared to the control group, partially validating its potential to positively influence well-being. These findings suggest that future algorithms can be designed to not only maintain user engagement but also contribute to their well-being in the digital age.   Keywords: recommender system, streaming platforms, well-being, PERMA