Akademik Veri Yönetim Sistemi
İlef Dergisi, cilt.8, sa.2, ss.297-324, 2021 (ESCI)
This study aims to examine the extent to which algorithms are effective in consumer decisions and how Netflix applications such as personalization and customization manipulate viewing practices with regards to the algorithmic backgrounds of these applications. In line with this aim, a semi-structured questionnaire was created, and an 'in-depth interview' was conducted with 8 Netflix users who determined through the purposeful sampling technique. In this way, the study collected data on the relationship between preferences and consumption behavior of users in new media and recommendation algorithms. In the context of the findings, it was concluded that Netflix's interface, as well as its personalization, and recommendation features manipulate the viewing practices of its users. It is thought that this manipulating effect specifically serves as a marketing strategy that will drive users to watch the content previously determined by Netflix. Among the other findings of the study: As a way of finding or choosing the content to watch, users benefit from the recommendation system served by Netflix; the interface has been designed to guide users to recommended content and lists; the productions Netflix wants to highlight are displayed in these lists and on the main screen; all users practice "binge-watching" as the content has been tailored for fast consuming.