Gray Sheep, Influential Users, User Modeling and Recommender System Adoption by Startups

This proposed thesis work explores two research areas in the domain of Recommender Systems [RS] , algorithms and their real world applications. First is related to identification of Gray Sheep [GS] users and Influential Users [IU] in any system using different personality models and also creating psychographic profile of such users. The second part of this work is an empirical study to find out the determinant of RS adoption in Start-ups context of developing nations, by using diffusion of innovation (DOI) theory and Technology-Organization-Environment (TOE) frameworks.