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Is adaptation of e-advertising the way forward?
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Qaffas, Alaa, Cristea, Alexandra I. and Shi, Lei (2013) Is adaptation of e-advertising the way forward? In: 2013 IEEE Conference on e-Learning, e-Management and e-Services, Kuching, Malaysia, 2-4 Dec 2013. Published in: Proceedings of 2013 IEEE Conference on e-Learning, e-Management and e-Services pp. 117-124. ISBN 9781479915736. doi:10.1109/IC3e.2013.6735977
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Text (Conference paper)
WRAP_alaa-ic3e2013.pdf - Accepted Version Download (735Kb) |
Official URL: http://dx.doi.org/10.1109/IC3e.2013.6735977
Abstract
E-advertising is a multi-billion dollar industry that has shown exponential growth in the last few years. However, although the number of users accessing the Internet increases, users don’t respond positively to adverts. Adaptive e-advertising may be the key to ensuring effectiveness of the ads reaching their target. Moreover, social networks are good sources of user information and can be used to extract user behaviour and characteristics for presentation of personalized advertising. Here we present a two-sided study based on two questionnaires, one directed to Internet users and the other to businesses. Our study shows that businesses agree that personalized advertising is the best way for the future, to maximize effectiveness and profit. In addition, our results indicate that most Internet users would prefer adaptive advertisements. From this study, we can propose a new design for a system that meets both Internet users’ and businesses’ requirements.
Item Type: | Conference Item (Paper) | ||||
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Alternative Title: | |||||
Subjects: | Q Science > QA Mathematics > QA76 Electronic computers. Computer science. Computer software | ||||
Divisions: | Faculty of Science, Engineering and Medicine > Science > Computer Science | ||||
Library of Congress Subject Headings (LCSH): | Internet users, Electronic commerce , Advertising -- Research, Business enterprises | ||||
Journal or Publication Title: | Proceedings of 2013 IEEE Conference on e-Learning, e-Management and e-Services | ||||
Publisher: | IEEE Computer Society | ||||
ISBN: | 9781479915736 | ||||
Official Date: | 2013 | ||||
Dates: |
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Page Range: | pp. 117-124 | ||||
DOI: | 10.1109/IC3e.2013.6735977 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access | ||||
Date of first compliant deposit: | 26 December 2015 | ||||
Date of first compliant Open Access: | 26 December 2015 | ||||
Conference Paper Type: | Paper | ||||
Title of Event: | 2013 IEEE Conference on e-Learning, e-Management and e-Services | ||||
Type of Event: | Conference | ||||
Location of Event: | Kuching, Malaysia | ||||
Date(s) of Event: | 2-4 Dec 2013 |
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