MATEC Web Conf.
Volume 277, 20192018 International Joint Conference on Metallurgical and Materials Engineering (JCMME 2018)
|Number of page(s)||6|
|Section||Metallurgy & Control and Manufacturing|
|Published online||02 April 2019|
Similarity attraction-based mobile advertising: designing and testing
Department of Herb Science, Dong-Eui Institute of Technology, Busan 47230, Korea
2 Hallym University Sacred Heart Hospital, Gwanpyeong-ro, Dongan-gu, An-yang, South Korea
* Corresponding author: firstname.lastname@example.org
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.
© The Authors, published by EDP Sciences, 2019
This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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