Evaluation on a Personalized Mobile Advertising System : a Comparative Approach

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review

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Author(s)

  • Michael Chuansan Wang
  • Roger Shijun Zhu
  • Huapin Chen
  • Weiping Wang

Detail(s)

Original languageEnglish
Title of host publicationPACIS 2007 Proceedings
Subtitle of host publication11th Pacific Asia Conference on Information Systems
PublisherAssociation for Information Systems
Pages12-18
Publication statusPublished - Jul 2007

Publication series

NamePACIS - Pacific Asia Conference on Information Systems
PublisherAssociation for Information Systems

Conference

Title11th Pacific Asia Conference on Information Systems: Managing Diversity in Digital Enterprises (PACIS 2007)
LocationLangham Hotel
PlaceNew Zealand
CityAuckland
Period4 - 6 July 2007

Abstract

Along with the high proliferation of mobile phones and other mobile devices, research on the use of short messaging service(SMS) to access customers through their handheld devices has gained much attention, which is termed as mobile advertising. In order to make the best use of mobile advertising to benefit companies and customers becomes more emergent. One of the most important and successful factor that will bring more positive attitudes towards mobile advertising and induce customers to behave positively is personalization, which has been confirmed in many prior studies. Therefore, it's necessary and essential for researchers to design an effective system capable of recommending personalized mobile advertising to mobile users. The purpose of this paper is to fulfill this task. We present such a kind of personalized mobile advertising system based on Bayesian Network. Then, we brought out a thorough evaluation of our system in a laboratory environment. Experimental results showed better performance of our system in furnishing personalized mobile advertising than conventional method (random advertising).

Research Area(s)

  • Bayesian network, Personalized mobile advertising, System evaluation

Citation Format(s)

Evaluation on a Personalized Mobile Advertising System : a Comparative Approach. / Wang, Michael Chuansan; Liao, Stephen; Zhu, Roger Shijun; Xu, David Jingjun; Chen, Huapin; Wang, Weiping.

PACIS 2007 Proceedings: 11th Pacific Asia Conference on Information Systems. Association for Information Systems, 2007. p. 12-18 (PACIS - Pacific Asia Conference on Information Systems).

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review