This article explores the relationship between algorithmic personalization and brand loyalty by examining how personalization experiences are articulated within the context of music streaming consumption. Despite previous acknowledgement of the link between personalization and brand loyalty, an experientially grounded understanding of how this works has yet to be articulated. Building upon the concept of ‘experiential brand loyalty’, the Algorithmic Personalization/Depersonalization Loop highlights the development of brand loyalty through consumers’ interactions with algorithm-backed brands. Being seen and understood by the algorithm sets off an iterative, two-way learning relationship that ultimately heightens the consumers’ experience, activates positive emotions, and deepens the relational bond with the brand, leading to brand loyalty. If, however, the algorithm is unsuccessful in personalizing the service experience, a ‘depersonalization’ process can occur that erodes brand loyalty and can lead to brand switching or even consumer activism.

中文翻译：

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算法个性化和品牌忠诚度：体验视角

本文通过研究如何在音乐流媒体消费的背景下表达个性化体验，探讨了算法个性化和品牌忠诚度之间的关系。尽管之前已经认识到个性化和品牌忠诚度之间的联系，但对其如何运作的基于经验的理解尚未得到阐明。基于“体验式品牌忠诚度”的概念，算法个性化/去个性化循环强调通过消费者与算法支持的品牌互动来发展品牌忠诚度。被算法看到和理解会引发一种迭代的双向学习关系，最终提高消费者的体验，激活积极的情绪，加深与品牌的关系纽带，从而提高品牌忠诚度。然而，如果算法未能成功实现个性化服务体验，则可能会发生“去个性化”过程，从而削弱品牌忠诚度，并可能导致品牌转换甚至消费者激进主义。