Evaluation on a Personalized Mobile Advertising System: a Comparative Approach

Michael Chuansan Wang; Stephen Liao; Roger Shijun Zhu; David Jingjun Xu; Huapin Chen; Weiping Wang

Evaluation on a Personalized Mobile Advertising System: a Comparative Approach

Michael Chuansan Wang, Stephen Liao, Roger Shijun Zhu, David Jingjun Xu, Huapin Chen, Weiping Wang

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

1 Citation (Scopus)

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).

Original language	English
Title of host publication	PACIS 2007 Proceedings
Subtitle of host publication	11th Pacific Asia Conference on Information Systems
Publisher	Association for Information Systems
Pages	12-18
Publication status	Published - Jul 2007
Event	11th Pacific Asia Conference on Information Systems: Managing Diversity in Digital Enterprises (PACIS 2007) - Langham Hotel, Auckland, New Zealand Duration: 4 Jul 2007 → 6 Jul 2007 http://www.pacis2007.com/

Publication series

Name	PACIS - Pacific Asia Conference on Information Systems
Publisher	Association for Information Systems

Conference

Conference	11th Pacific Asia Conference on Information Systems: Managing Diversity in Digital Enterprises (PACIS 2007)
Place	New Zealand
City	Auckland
Period	4/07/07 → 6/07/07
Internet address	http://www.pacis2007.com/

Research Keywords

Bayesian network
Personalized mobile advertising
System evaluation

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https://aisel.aisnet.org/pacis2007/139/

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Wang, M. C., Liao, S., Zhu, R. S., Xu, D. J., Chen, H., & Wang, W. (2007). Evaluation on a Personalized Mobile Advertising System: a Comparative Approach. In PACIS 2007 Proceedings: 11th Pacific Asia Conference on Information Systems (pp. 12-18). (PACIS - Pacific Asia Conference on Information Systems). Association for Information Systems. https://aisel.aisnet.org/pacis2007/139/

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title = "Evaluation on a Personalized Mobile Advertising System: a Comparative Approach",

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).",

keywords = "Bayesian network, Personalized mobile advertising, System evaluation",

author = "Wang, {Michael Chuansan} and Stephen Liao and Zhu, {Roger Shijun} and Xu, {David Jingjun} and Huapin Chen and Weiping Wang",

year = "2007",

month = jul,

language = "English",

series = "PACIS - Pacific Asia Conference on Information Systems",

publisher = "Association for Information Systems",

pages = "12--18",

booktitle = "PACIS 2007 Proceedings",

address = "United States",

note = "11th Pacific Asia Conference on Information Systems: Managing Diversity in Digital Enterprises (PACIS 2007) ; Conference date: 04-07-2007 Through 06-07-2007",

url = "http://www.pacis2007.com/",

}

Wang, MC, Liao, S, Zhu, RS, Xu, DJ, Chen, H & Wang, W 2007, Evaluation on a Personalized Mobile Advertising System: a Comparative Approach. in PACIS 2007 Proceedings: 11th Pacific Asia Conference on Information Systems. PACIS - Pacific Asia Conference on Information Systems, Association for Information Systems, pp. 12-18, 11th Pacific Asia Conference on Information Systems: Managing Diversity in Digital Enterprises (PACIS 2007), Auckland, New Zealand, 4/07/07. <https://aisel.aisnet.org/pacis2007/139/>

Evaluation on a Personalized Mobile Advertising System: a Comparative Approach. / Wang, Michael Chuansan; Liao, Stephen; Zhu, Roger Shijun et al.
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 32 - Refereed conference paper (with host publication) › peer-review

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T2 - 11th Pacific Asia Conference on Information Systems: Managing Diversity in Digital Enterprises (PACIS 2007)

AU - Wang, Michael Chuansan

AU - Liao, Stephen

AU - Zhu, Roger Shijun

AU - Xu, David Jingjun

AU - Chen, Huapin

AU - Wang, Weiping

PY - 2007/7

Y1 - 2007/7

N2 - 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).

AB - 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).

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KW - Personalized mobile advertising

KW - System evaluation

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M3 - RGC 32 - Refereed conference paper (with host publication)

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ER -

Evaluation on a Personalized Mobile Advertising System: a Comparative Approach

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