ENcentive: A Framework for Intelligent Marketing in Mobile Peer-To-Peer Environments

Ratsimor, Olga; Finin, Tim; Joshi, Anupam; Yesha, Yelena

doi:10.21236/ada440420

Cited by 22 publications

(30 citation statements)

References 9 publications

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“…Even though this method achieves a substantial level of privacy, it is highly impractical as users need to physically travel to specific locations. The schemes in [14,15] also use broadcasting, but at the same time make use of opportunistic networking. In both schemes, the users download adverts directly from local businesses.…”

Section: Literature Reviewmentioning

confidence: 99%

Private and Secure Distribution of Targeted Advertisements to Mobile Phones

Mamais

Theodorakopoulos

2017

Future Internet

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Online Behavioural Advertising (OBA) enables promotion companies to effectively target users with ads that best satisfy their purchasing needs. This is highly beneficial for both vendors and publishers who are the owners of the advertising platforms, such as websites and app developers, but at the same time creates a serious privacy threat for users who expose their consumer interests. In this paper, we categorize the available ad-distribution methods and identify their limitations in terms of security, privacy, targeting effectiveness and practicality. We contribute our own system, which utilizes opportunistic networking in order to distribute targeted adverts within a social network. We improve upon previous work by eliminating the need for trust among the users (network nodes) while at the same time achieving low memory and bandwidth overhead, which are inherent problems of many opportunistic networks. Our protocol accomplishes this by identifying similarities between the consumer interests of users and then allows them to share access to the same adverts, which need to be downloaded only once. Although the same ads may be viewed by multiple users, privacy is preserved as the users do not learn each other's advertising interests. An additional contribution is that malicious users cannot alter the ads in order to spread malicious content, and also, they cannot launch impersonation attacks.

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Section: Literature Reviewmentioning

confidence: 99%

Private and Secure Distribution of Targeted Advertisements to Mobile Phones

Mamais

Theodorakopoulos

2017

Future Internet

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“…"Wella Virtual Kiss", Mohr et al, 2003): an advertisement message is passed to a consumer by another consumer, not by the advertiser directly (Helm, 2000). Viral marketing is supposed to provide a dissemination of adverts with exponential growth and it is assumed that consumers have more confidence in advertisement messages received from friends rather than firms; there are special systems for mobile advertising following the idea of "viral marketing" (Straub and Heinemann, 2004;Ratsimor et al, 2003) using multihop ad hoc networks without infrastructure (so called MANETs, see Toh (2002)). Also the response rates reported for mobile advertising are very promising (Kavassalis et al, 2002;Schwarz, 2001).…”

Section: Potentials Of Mobile Advertisingmentioning

confidence: 99%

A System for Mobile and Wireless Advertising

Decker

Bulander

Schiefer

et al. 2005

IFIP — The International Federation for Information Processing

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Abstract:Mobile terminals are an interesting medium for advertising because of the high penetration rates and their character as personal communication devices. Since advertising in general has the reputation of being something annoying there has to be some kind of incentive mechanism to obtain permission from the consumers for advertising on their mobile terminals. The MoMa-system for mobile and wireless advertising described in the following article focuses on personalized information as such an incentive mechanism. For the provision of personalized information a system requires personal data like profile information and the current location of an user. But there are privacy concems when providing such information for a mobile advertising application, of course. Thus we designed MoMa in a way to realize both of this conflicting requirement: personalized information and guaranteeing data protection.

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“…They conclude that consumers' need to experience fun to alleviate the boredom associated with repetitive tasks, to enhance entertainment needs (Pantzar, 2003) and support peer-to-peer communications, interactivity or personalisation (Barnes and Scornavacca, 2004). Corporations such as Xbox and 20th Century Fox have begun to couple m-commerce services with other channels of communication (e.g., television), allowing consumers to interact with campaigns using text messaging (Barnes, 2002b;Ratsimor et al, 2003; Davis and Sajtos, 2008;Xu et al, 2009). This means consumers can now experience the fun of the advertised brand (de Kerckhove, 2002).…”

Section: Introductionmentioning

confidence: 99%

“…This is because consumers are very intolerant of mass marketing communications (Barwise and Strong, 2002; de Kerckhove, 2002;Kleijnen et al, 2004; Duri et al, 2001) that are not permission-based from the consumers to execute communications strategies (Barnett et al, 2000; Haig, 2000; Barnes, 2002a;Ratsimor et al, 2003; Coursaris et al, 2003), and tailored to user-specific messages (Duri et al, 2001;Watson et al, 2002).…”

Section: Introductionmentioning

confidence: 99%

Conceptualising fun in mobile commerce environments

Davis

2010

IJMC

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Consumers use mobile commerce services to hedonically experience 'fun'. This research explores what consumer-oriented service strategies have been adopted to enhance the fun experience. This research is a case study using grounded theory to develop the conceptual model, represented by 15 propositions, suggesting that attention be focused in three areas; content, social and self orientations. The first, relates to the way in which the service is constructed or the service content orientation. Secondly, the personal nature of the medium focuses attention on the consumer's social orientation. Finally, the consumers' self orientation. Managerial and research implications are discussed.Keywords: fun; hedonic; mobile commerce; conceptual; case study; mobile communication. IntroductionThe purpose of this research is to explore the consumer's experience of fun in mobile commerce (mcommerce) service environments (Laukkanen and Lauronen, 2005;Park, 2006). This is because such services have rapidly become an important aspect of consumers' daily consumption behaviour (Pantzar, 2003; Davis and Sajtos, 2008). Many researchers, such as Kumar (2004), have projected exponential growth in mobile phone users (Barnes, 2002b) and the m-commerce market (Siau et al., 2001; Ghosh and Swaminatha, 2001;Ingram, 2001;Sliwa, 2001; Siemens Mobile Marketing Intelligence Department, 2002; Barnes, 2002a). While this growth has been attributed to the utilitarian versatility of such services and technological advancements that give consumers the ability to conduct complex transactions ubiquitously, little attention has been given to other factors, such as those that are related to the consumer's hedonistic desire to use m-commerce services (AlShaali and Varshney, 2005) and experience fun intrinsically. For example, customers who routinely engage in mobile banking (Zarifopoulos and Economides, 2009) may also be interactive with the banking brand by using their mobile messaging service to respond to a campaign. In essence, while engaging in telic-serious goal-directed behaviours (e.g., checking an account balance) they can also experience the paratelic-fun of the brand. Experiencing fun is important for consumers as it creates a state of enjoyment that can be described as the subjective feeling that is the physiological response to the cognitive evaluation of the service experience (Stratton and Hayes, 1999, p.90).Some researchers have begun to explore the consumers' hedonistic desire to experience the fun associated with using m-commerce services and its implications for existing practice (Agarwal and Karahanna, 2000; Barwise and Strong, 2002). They conclude that consumers' need to experience fun to alleviate the boredom associated with repetitive tasks, to enhance entertainment needs (Pantzar, 2003) and support peer-to-peer communications, interactivity or personalisation (Barnes and Scornavacca, 2004). Corporations such as Xbox and 20th Century Fox have begun to couple m-commerce services with other channels of communication (e.g....

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ENcentive: A Framework for Intelligent Marketing in Mobile Peer-To-Peer Environments

Cited by 22 publications

References 9 publications

Private and Secure Distribution of Targeted Advertisements to Mobile Phones

Private and Secure Distribution of Targeted Advertisements to Mobile Phones

A System for Mobile and Wireless Advertising

Conceptualising fun in mobile commerce environments

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