Similarity attraction-based mobile advertising: designing and testing
This study explores the possibility of applying the sociopsychological phenomenon known as similarity attraction to the creation of more customized and persuasive mobile advertising without privacy concerns, and for this purpose, we develop two applications, SensPlus and PerAds. While the SensPlus a...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2019-01-01
|
| Series: | MATEC Web of Conferences |
| Online Access: | https://www.matec-conferences.org/articles/matecconf/pdf/2019/26/matecconf_jcmme2018_01006.pdf |
| _version_ | 1818854331959476224 |
|---|---|
| author | Shin M Lee KW |
| author_facet | Shin M Lee KW |
| author_sort | Shin M |
| collection | DOAJ |
| description | This study explores the possibility of applying the sociopsychological phenomenon known as similarity attraction to the creation of more customized and persuasive mobile advertising without privacy concerns, and for this purpose, we develop two applications, SensPlus and PerAds. While the SensPlus app accumulates the smartphone usage profiles of participants and constructs a regression model to predict their personality, the PerAds app presents user-created content according to the user's personality. The participants' response to a smartphone ad is measured in terms of invitation acceptance of the cherry blossom festival and classical music concert. The χ2 statistics imply participants respond differentially to the various types of smartphone ads according to the similarity between the personalities of the user and ad types. Our results indicate that the socio-psychological phenomenon can be introduced into practical application by replacing the personality trait factors with the smartphone usage pattern. |
| first_indexed | 2024-12-19T07:51:01Z |
| format | Article |
| id | doaj.art-ae944d7e7f59495ca0f154cb1776d849 |
| institution | Directory Open Access Journal |
| issn | 2261-236X |
| language | English |
| last_indexed | 2024-12-19T07:51:01Z |
| publishDate | 2019-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | MATEC Web of Conferences |
| spelling | doaj.art-ae944d7e7f59495ca0f154cb1776d8492022-12-21T20:30:11ZengEDP SciencesMATEC Web of Conferences2261-236X2019-01-012770100610.1051/matecconf/201927701006matecconf_jcmme2018_01006Similarity attraction-based mobile advertising: designing and testingShin MLee KWThis study explores the possibility of applying the sociopsychological phenomenon known as similarity attraction to the creation of more customized and persuasive mobile advertising without privacy concerns, and for this purpose, we develop two applications, SensPlus and PerAds. While the SensPlus app accumulates the smartphone usage profiles of participants and constructs a regression model to predict their personality, the PerAds app presents user-created content according to the user's personality. The participants' response to a smartphone ad is measured in terms of invitation acceptance of the cherry blossom festival and classical music concert. The χ2 statistics imply participants respond differentially to the various types of smartphone ads according to the similarity between the personalities of the user and ad types. Our results indicate that the socio-psychological phenomenon can be introduced into practical application by replacing the personality trait factors with the smartphone usage pattern.https://www.matec-conferences.org/articles/matecconf/pdf/2019/26/matecconf_jcmme2018_01006.pdf |
| spellingShingle | Shin M Lee KW Similarity attraction-based mobile advertising: designing and testing MATEC Web of Conferences |
| title | Similarity attraction-based mobile advertising: designing and testing |
| title_full | Similarity attraction-based mobile advertising: designing and testing |
| title_fullStr | Similarity attraction-based mobile advertising: designing and testing |
| title_full_unstemmed | Similarity attraction-based mobile advertising: designing and testing |
| title_short | Similarity attraction-based mobile advertising: designing and testing |
| title_sort | similarity attraction based mobile advertising designing and testing |
| url | https://www.matec-conferences.org/articles/matecconf/pdf/2019/26/matecconf_jcmme2018_01006.pdf |
| work_keys_str_mv | AT shinm similarityattractionbasedmobileadvertisingdesigningandtesting AT leekw similarityattractionbasedmobileadvertisingdesigningandtesting |