Media multitasking and the effectiveness of combining online and radio advertising

Research on the effectiveness of cross-media campaigns has shown that combining online advertising with advertising in offline media can result in more positive consumer responses than using only one medium. However, when using computers, people increasingly engage in more than one media activity at a time (i.e. media multitasking), which might influence how consumers respond to advertisements they encounter in these media. Therefore, this paper investigates advertising effects during media multitasking. More specifically, the paper gives insight into the effectiveness of simultaneous exposure to online and radio advertising, because simultaneously surfing the internet and listening to the radio is a common media multitasking combination. Results of an experimental study with 111 participants showed that combining online and radio advertising resulted in more positive affective and behavioral responses than using only one medium. However, media multitasking seemed to have a negative influence on the recall and recognition of auditory information as combining media did not result in superior cognitive responses compared to using online ads alone.     

Why smartphone advertising attracts customers: A model of Web advertising,flow, and personalization

Thirty-five percent of US adults own a smartphone and more than seventy-three percent of the population in South Korea owns a smartphone in the first quarter of 2013. The number of people that use a smartphone has radically increased. Smartphone users always maintain connectivity, and frequent and swift communication with others. As the mobile advertising market is drastically expanded, advertisers and companies should be more attentive to effective smartphone advertising. This study suggests a comprehensive advertising model that combines a Web advertising model, personalization and flow theory in understanding the antecedents of purchase intention and influence processes in the context of smartphone advertisements. The results show that personalization has a positive association with informativeness, credibility, and entertainment of the advertising message while having a negative association with irritation. Purchase intention is increased by advertising value and flow experience. Advertising value has a positive relationship with credibility, entertainment, and incentives. Flow experience is positively associated with credibility, entertainment, incentives. Irritation negatively affects flow experience but advertising value. This study theoretically contributes to the application of the smartphone advertising model and practically contributes influential factors for effective advertising to marketers and advertisers.     

A recommendation mechanism for contextualized mobile advertising

Mobile advertising complements the Internet and interactive television advertising and makes it possible for advertisers to create tailor-made campaigns targeting users according to where they are, their needs of the moment and the devices they are using (i.e. contextualized mobile advertising). Therefore, it is necessary that a fully personalized mobile advertising infrastructure be made. In this paper, we present such a personalized contextualized mobile advertising infrastructure for the advertisement of commercial/non-commercial activities. We name this infrastructure MALCR, in which the primary ingredient is a recommendation mechanism that is supported by the following concepts: (1) minimize users' inputs (a typical interaction metaphor for mobile devices) for implicit browsing behaviors to be best utilized; (2) implicit browsing behaviors are then analyzed with a view to understanding the users' interests in the values of features of advertisements; (3) having understood the users' interests, Mobile Ads relevant to a designated location are subsequently scored and ranked; (4) Top-N scored advertisements are recommended. The recommendation mechanism is novel in its combination of two-level Neural Network learning, Neural Network sensitivity analysis, and attribute-based filtering. This recommendation mechanism is also justified (by thorough evaluations) to show its ability in furnishing effective personalized contextualized mobile advertising.     

A cross-industry analysis of the spillover effect in paid search advertising

For the management of paid search advertising campaigns, metrics collected at keyword-level are often used in practice whereas the users’ search process is of secondary importance and thus wholly or partially neglected. In contrast to brand-related keywords (“T-mobile contract”), general keywords, often referred to as generic (“mobile phone contract”), seem at first glance to be economically unattractive. Extending the approach of Rutz and Bucklin, Journal of Marketing Research, 48(1):87–102 (2011), we investigate the role of generic search activities in paid search advertising across industries using dynamic linear models (DLM). The so-called spillover effect, i. e. the increase in brand-related awareness effected by displaying ads for generic keywords, is investigated by both analyzing individual consumer behavior on the basis of keyword-level data and linking findings on keyword- with findings on individual user-level data. We show that the spillover effect varies across industries and that its consideration, for example for the mobile phone provider investigated here, decreases KPIs such as the cost per order up to 42 %.     

Mobile crowdsensing with mobile agents

We introduce mobile agents for mobile crowdsensing. Crowdsensing campaigns are designed through different roles that are implemented as mobile agents. The role-based tasks of mobile agents include collecting data, analyzing data and sharing data in the campaign. Mobile agents execute and control the campaign autonomously as a multi-agent system and migrate in the opportunistic network of participants’ devices. Mobile agents take into account the available resources in the devices and match participants’ privacy requirements to the campaign requirements. Sharing of task results in real-time facilitates cooperation towards the campaign goal while maintaining a selected global measure, such as energy efficiency. We discuss current challenges in crowdsensing and propose mobile agent based solutions for campaign execution and monitoring, addressing data collection and participant-related issues. We present a software framework for mobile agents-based crowdsensing that is seamlessly integrated into the Web. A set of simulations are conducted to compare mobile agent-based campaigns with existing crowdsensing approaches. We implemented and evaluated a small-scale real-world mobile agent based campaign for pedestrian flock detection. The simulation and evaluation results show that mobile agent based campaigns produce comparable results with less energy consumption when the number of agents is relatively small and enables in-network data processing with sharing of data and task results with insignificant overhead.     

Differential responses of loyal versus habitual consumers towards mobile site personalization on privacy management

We examine how two different underlying mechanisms of behavioral loyalty to a brand—attitudinal loyalty and habit—impact smartphone users' privacy management when they browse personalized vs. non-personalized mobile websites. The online experimental study conducted with Amazon Mechanical Turk workers (N = 73) finds different responses of attitudinal loyalty and habit towards personalization in significant three-way interactions between personalization, attitudinal loyalty, and habit on privacy disclosure and protection behaviors. When interacting with a personalized website, highly habitual consumers without high level of attitudinal loyalty disclosed the most personal information on a personalized mobile site, and displayed the least intention of protecting their privacy on their smartphones, whereas consumers with high levels of both habit and attitudinal loyalty reported the highest tendency of privacy protection behavior. However, habit and personalization do not have a significant effect on disclosure behaviors when users have high attitudinal loyalty to a brand. Theoretical and practical implications are discussed.     

Optimizing direct response in Internet display advertising

Internet display advertising has grown into a multi-billion dollar a year global industry and direct response campaigns account for about three-quarters of all Internet display advertising. In such campaigns, advertisers reach out to a target audience via some form of a visual advertisement (hereinafter also called “ad”) to maximize short-term sales revenue. In this study, we formulate an advertiser’s revenue maximization problem in direct response Internet display advertisement campaigns as a mixed integer program via piecewise linear approximation of the revenue function. A novelty of our approach is that ad location and content issues are explicitly incorporated in the optimization model. Computational experiments on a large-scale actual campaign indicate that adopting the optimal media schedule can significantly increase advertising revenues without any budget changes, and reasonably sized instances of the problem can be solved within short execution times.     

Determinants of consumers’ attitudes toward mobile advertising: The mediating roles of intrinsic and extrinsic motivations

Mobile advertising is booming, due to the popularity of mobile devices. Drawing on motivation theory, this study examines the factors that influence consumers’ attitudes toward mobile advertising. The authors identify timeliness, localization, and personalization of the advertisement message as antecedents of extrinsic motivation, as well as consumer innovativeness and perceived enjoyment as antecedents of intrinsic motivation. Using structural equation modeling, the study analyzes the conceptual model with a sample of 218 mobile phone users. Both intrinsic and extrinsic motivations mediate the effects of the advertising message’s characteristics on mobile phone users’ attitudes toward mobile advertising.     

Understanding consumers’ continuance intention towards mobile advertising: a theoretical framework and empirical study

While issues regarding mobile advertising have captured the interest and attention of both practitioners and academics, in practice success stories are rare. An understanding of the continuance intention to use such services can provide insights into failed mobile marketing campaigns, and help to improve the implementation of future ones. Therefore, it is important to examine the underlying drivers of loyalty with regard to mobile advertising. This study uses the expectation–confirmation model in conjunction with the perspectives of value and trust to derive an integrated model to better understand the motivations behind consumers’ continued use of mobile advertising. We conducted an empirical study consisting of an online survey of 508 consumers who had experience with mobile advertising. The results show that perceived value, perceived usefulness, and satisfaction all directly influence continuance intention. Furthermore, consumer satisfaction has a crucial intervening role in the relationships that perceived value, perceived usefulness, and confirmation have with continuance intention. The theoretical and practical implications of the findings are discussed. One key limitation of this research is that the majority of respondents were students, although this group is the chief user of mobile advertising. Future research could be extended to consider other drivers of loyalty in this context, such as cultural differences and personal behavioural characteristics.     

Investigating the relationship between perceived risks in communication and ICT-enabled communicative behaviors

We examine employees’ perceptions of communication problems in the workplace and their active communication behavioral responses when multiple information communication technologies (ICTs) are available for use. Through the lens of the situational theory of publics, we shed light on how employees adapt to increasing communication demands. We uncovered active technology-mediated behavior such as information gaining, action, and social interaction seeking, and their association with perceived risk (i.e., message, information and action). Findings suggest that technology-mediated communication behaviors are not only enabled by the use of ICTs but behavior also involves appropriate structuring of single and multiple ICTs to manage problems encountered during communication.     

Coordination of cooperative advertising models in a one-manufacturer two-retailer supply chain system

This paper considers cooperative advertising issues of a monopolistic manufacturer with competing duopolistic retailers. Four possible game structures (or power configurations), i.e., Stackelberg–Cournot, Stackelberg–Collusion, Nash–Cournot and Nash–Collusion, are discussed. Under each of four game structures, we develop a decision model for the three partners to design the optimal cooperative advertising policies. Through a comparison among the four models, we reveal how cooperative advertising policies and profits of all participants are affected by various competitive behaviors, and then determine whether the partners have any incentives to transit to a different structure. Also presented in the paper are a centralized decision model and a proposed cost-sharing contract, which is able to achieve perfect coordination of the considered channel, where the utility of risk preference is used to determine the fraction of local advertising costs shared by the manufacturer.     

L-Shape advertising for mobile video streaming services: Less intrusive while still effective

Advertising is significant in video streaming services on mobile devices, as well as in other e-business services. Advertisement providers pay part or the entire service cost; hence, users enjoy services at a low price or free of charge. However, users perceive advertisements as clutter and avoid them. To reduce advertising avoidance and enhance advertising efficiency, various methods, such as raising advertising relevance, seeking advertisement permission, or changing advertisement position, are suggested. This study introduces L-Shape advertising, a new strategy suitable for mobile video streaming services, as it is less distractive and effective. We demonstrate the superiority of L-Shape advertising compared to popular advertising formats such as skippable and non-skippable advertisements. The study empirically tests how the proposed strategy performs and examines users’ cognitive processes applying eye-tracking technology. We found that L-Shape advertising is less distractive but still effective.     

Mine,ours, and yours: Whose engagement and prior knowledge affects individual achievement from online collaborative learning?

In computer-supported collaborative learning research, studies examining the combined effects of individual level, group level and within-group differences level measures on individual achievement are scarce. The current study addressed this by examining whether individual, group and within-group differences regarding engagement and prior knowledge predict individual achievement. Engagement was operationalised as group members' exhibited activities in the task space (i.e., discussing domain-content) and social space (i.e., regulating ideas, actions and socioemotional processes). Prior knowledge and achievement were operationalised as group members' performance on a domain-related pre-test and post-test, respectively. Data was collected for 95 triads of secondary education students collaborating on a complex business-economics problem. Subsequently, three different multilevel models were tested to examine the combined effect. First a model with the individual level measures (model 1) was tested and in subsequent models the group level measures (model 2) and within-group levels measures (model 3) were added. Findings indicate model 2 showed the best fit; group members' individual engagement in the social space activities as well as the groups' average prior knowledge positively predicts individual achievement. No effects were found for either group members' or groups' engagement in the task space and for the within-group differences.     

Consumer responses to promoted tweets sent by brands and political parties

This study aims to understand how consumers respond to social media advertising (SMA) by focusing on promoted tweets sent by brands and political parties, and examines persuasion knowledge as underlying mechanism of these responses. Two online experiments with between-subjects designs, comparing the effects of SMA (promoted vs. non-promoted tweet) and the source of the tweet (political party vs. brand), were conducted. Study 1 showed that consumers rarely notice it when a tweet is promoted. Study 2 demonstrated that when a promoted tweet was sent by a political party, the recipient's recognition that the tweet was a form of advertisement (i.e., activated persuasion knowledge) reduced online behavioral intention, increased skepticism, and negatively affected source trustworthiness and attitudes. This effect was not present for brands. Although research has shown that social media can be an important platform to engage audiences, this study is the first to study the mechanisms underlying the effects of SMA, and whether there are any boundary conditions to these effects. These findings suggest that political parties should be cautious in their use of social media advertising as it can evoke negative responses.     

Towards a multidimensional view of tourist mobility patterns in cities: A mobile phone data perspective

The last decade has witnessed a wealth of studies on characterizing human mobility patterns using movement datasets. Such efforts have highlighted a few salient dimensions of individual travel behavior relevant to urban planning and policy analysis. Despite the fruitful research outcomes, most of the findings are drawn upon urban residents. The behavioral characteristics of other population groups, such as tourists, remain underexplored. In this study, we introduce an analytical framework to gain insights into tourist mobility patterns. By analyzing mobile phone trajectories of international travelers to three different cities in South Korea, we introduce nine mobility indicators to capture different facets of tourist travel behavior (e.g., duration of stay in a city, spatial extent of activities, location visited and trips conducted, and mobility diversity), and examine their statistical properties across cities. An eigendecomposition approach is then introduced to better understand the interdependency of these mobility indicators and inherent variations among individual travelers. Based on the eigendecomposition results, we further employ a dimension reduction technique to describe the key characteristics of each traveler. Since the mobile phone dataset captures the nationality of tourists, we use such information to quantify the behavioral heterogeneity of travelers across countries and regions. Finally, we select a few traveler groups with distinctive mobility patterns in each city and examine the spatial patterns of their activities. Substantial differences are observed among traveler groups in their spatial preferences. The implications for location recommendation and deployment of tourism services (e.g., transportation) are discussed. We hope the study brings a synergy between classic human mobility analysis and the emerging field of tourism big data. The framework can be applied or extended to compatible datasets to understand travel behavior of tourists, residents, and special population groups in cities.     

A comparison of the effectiveness of e-mail coupons and mobile text message coupons for digital products

An increasing number of companies are focusing on e-mail and mobile marketing to promote offers. The aim of this study is to analyze a coupon campaign for a 67 % price discount on downloadable personal computer (PC) software. The campaign was carried out via e-mail and mobile text messages. Using an opt-in database, we gathered data from more than 37,000 participants and compared the response and conversion rates for both e-mail and mobile text messaging. The results indicated that the response rate for e-mail coupons is higher than the response rate for mobile text message coupons, but text messages yield a better conversion rate and a higher number of total purchases. After calculating the price elasticities for both communication channels, we found that the promotional price elasticity is higher for mobile text message coupons than for e-mail coupons.     

A Sensor Network Web Platform Based on WoT Technology

This study proposes a Web platform, the Web of Things (WoT), whose Internet of Things (IoT) architecture is used to develop the technology behind a new standard Web platform. When a remote sensor passes data to a microcontroller for processing, the protocol is often not known. This study proposes a WoT platform that enables the use of a browser in a mobile device to control a remote hardware device. An optimized code is written using an artificial intelligence-based algorithm in a microcontroller. Digital data convergence technology is adopted to process the packets of different protocols and place them on the Web platform for access by other mobile devices. The platform has high efficiency and cross-platform advantages, with no limitation on the operating system. Message queueing telemetry transport (MQTT) technology is used to simplify the original HTTP protocol. Assume that the mobile device is a subscriber, i.e., the controller, and a microcontroller that connects the sensing device is the publisher. The publishers and subscribers of MQTT need not know each other if they share a message broker. The intermediate agent role is much like a router. Publishers and subscribers do not need to interact, and publishers do not have to wait for subscriber confirmation to cause interactive permission be locked. Nor must publishers and subscribers be online at the same time, and they are free to choose when to get messages. The proposed WoT method is compared with the traditional IoT method regarding data transfer. The results show that the proposed method can save time in processing large amounts of data, as the traditional IoT method wastes time, especially in data format transfer.     

One-to-many authentication for access control in mobile pay-TV systems面向移动付费电视系统中访问控制的一对多认证协议

In traditional authentication schemes for access control in mobile pay-TV systems, one-to-one delivery is used, i.e., one authentication message per request is delivered from a head-end system (HES) to a subscriber. The performance of one-to-one delivery for authentication is not satisfactory as it requires frequent operations which results in high bandwidth consumption. To address this issue, one-to-many authentication for access control in mobile pay-TV systems was developed. It requires only one broadcasted authentication message from a HES to subscribers if there are many requests for the same service in a short period of time. However, later it was revealed that the one-to-many authentication scheme was vulnerable to an impersonation attack, i.e., an attacker without any secret key could not only impersonate the mobile set (MS) to the HES but also impersonate the HES to the MS. Then, a new scheme has been recently introduced for secure operations of one-to-many authentication. However, as shown in this paper, the recent work for one-to-many authentication is still vulnerable to the impersonation attack. To mitigate this attack, in this paper, a new scheme for one-to-many authentication using bilinear pairing is proposed that eliminates security weaknesses in the previous work. Results obtained depict that the new improved scheme in this paper provides better performance in terms of computation and communication overheads.     

The null-space-based behavioral control for autonomous robotic systems

In this paper a new behavior-based approach for the control of autonomous robotic systems is proposed. The so-called null-space-based behavioral (NSB) control differs from the other existing methods in the behavioral coordination, i.e., in the way the outputs of the single elementary behaviors are combined to compose a complex behavior. The proposed approach is compared with the main existing approaches while two experimental case studies, performed with a Khepera II mobile robot, are reported to validate its effectiveness.