The Influence of AI-Generated Product Recommendations on Purchasing Behaviour in E-Commerce based on the Customer Journey - a Comparison of FMCG vs. SMCG

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Creators: Lippek, Denise
Supervisor: Dannenmann, Barbara
Title: The Influence of AI-Generated Product Recommendations on Purchasing Behaviour in E-Commerce based on the Customer Journey - a Comparison of FMCG vs. SMCG
Item Type: Thesis
Date: 18 December 2025
Divisions: Wirtschaftswissenschaften
Study Programme: Master - Advanced Management (MAM)
Language: English
Blocking Notice: No
Citation:

Lippek, Denise (2025) The Influence of AI-Generated Product Recommendations on Purchasing Behaviour in E-Commerce based on the Customer Journey - a Comparison of FMCG vs. SMCG. Master thesis, Hochschule Neu-Ulm.

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