“…Recommendation systems are some of the most powerful methods for suggesting products to customers based on their interests and online purchases (Jonnalagedda et al, 2016;Lin, Li & Lian, 2020;Nilashi, bin Ibrahim & Ithnin, 2014;Nilashi et al, 2015;Zhang et al, 2020b). In terms of personalization of recommendations, one of the most prevalently used methods is collaborative filtering (CF) (Nilashi, bin Ibrahim & Ithnin, 2014;Sardianos, Ballas Papadatos & Varlamis, 2019;Nilashi et al, 2015;Wu et al, 2019). In CF, personalized prediction of products depends on the latent features of users in a rating matrix.…”