An Exploratory Study to Design an Adaptive Hypermedia System for Online Advertisement



Al-Qudah, D, Cristea, A and Shi, L ORCID: 0000-0001-7119-3207
(2013) An Exploratory Study to Design an Adaptive Hypermedia System for Online Advertisement. In: The 9th International Conference on Web Information Systems and Technologies, 2013-05-08 - 2013-05-10, Aachen, Germany.

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Abstract

The revolutionary world of the World Wide Web has created an open space for a multitude of fields to develop and propagate. One of these major fields is advertisement. Online advertisement has become one of the main activities conducted on the web, heavily supported by the industry. Importantly, it is one of the main contributors to any businesses’ income. However, consumers usually ignore the great majority of adverts online. This research paper studies the field of online advertisement, by conducting an exploratory study to understand end users’ needs for targeted online advertisement using adaptive hypermedia techniques. Additionally, we explore social networks, one of the booming phenomena of the web, to enhance the appropriateness of the advertising to the users. The main current outcome of this research is that end users are interested in personalised advertisement that tackles their needs and that they believe that the use of social networks and social actions help in the contextualisation of advertisement.

Item Type: Conference or Workshop Item (Unspecified)
Uncontrolled Keywords: Adaptive hypermedia, E-Advertising, E-business, Social Networks, Requirements gathering
Depositing User: Symplectic Admin
Date Deposited: 16 Aug 2017 07:18
Last Modified: 02 Apr 2021 08:21
URI: https://livrepository.liverpool.ac.uk/id/eprint/3009008