RT Dissertation/Thesis
T1 Mobile advertising spreading through personal social networks using a viral approach and branded apps
T2 Publicidad móvil difundida a través de redes sociales personales utilizando un enfoque viral y aplicaciones de marca
A1 Garcia Davalos, Alexander
K1 5910.02 Medios de Comunicación de Masas
K1 6114.01 Publicidad
K1 6114.06 Comportamiento del Consumidor
AB Mobile advertising is a rapidly evolving field driven by significant technological advancements, particularly on the Internet. Nevertheless, advertising experts and academics envision a future where advertising will migrate from a mass approach to a more personalised one to provide added value to users and foster greater trust between them and the brands.In this regard, we cite two articles from the Journal of Advertising, a top publication in the field, that explore the question of what lies ahead for advertising: “The future of advertising lies in going beyond engagement and ensuring that advertising messages serve more as helpful and relevant tips to consumers as part of their decision process, rather than sponsored intrusions”. V. Kumar, Shaphali Gupta, Conceptualizing the Evolution and Future of Advertising, Journal of Advertising. Volume 45, Issue 3, 2016.  “The sellers will have to focus on individual customers and be able to provide ongoing help and assistance in customer's lives”. Don Schultz, The Future of Advertising or Whatever We’re Going To Call It, Journal of Advertising, Volume 45, Issue 3, 2016.The advertising business model has experienced a significant transformation, largely due to the widespread use of the Internet. Advertising has moved from a system controlled by advertisers to a more open and transparent model, allowing users to easily compare products and services and communicate directly with brands to address their needs. This shift has led to users becoming key players rather than merely the central objective of traditional advertising models. As a result, the mobile advertising domain is facing new challenges. It is essential to have more accurate data about users and their context to address these challenges. Several studies have explored the collection of user data using mobile devices, specifically by using sensors available on smartphones. Therefore, it is relevant to continue exploring how data collected through smartphone sensors can be used for mobile user profile modelling and its integration into mobile advertising. As a result, advertisers can deliver more relevant, personalised and valuable content to users that contribute to strengthening the user-brand relationship.The widespread adoption of mobile phones has created an opportunity to leverage the data gathered through their sensors for advertising purposes, providing advertisers with a more granular understanding of mobile users' personal context. However, this approach poses several challenges related to how advertisers can use and integrate the data collected into the mobile advertising model without compromising the privacy of mobile users.Additionally, user privacy and the responsible use of mobile phone resources (e.g. the number of sensors and sensing frequency) represent two critical challenges associated with mobile phone sensing for user profiling. Despite these challenges, it's worth highlighting that some users may be willing to share their personal data if they receive added value in terms of better products or services.
YR 2023
FD 2023-10-05
LK http://hdl.handle.net/11093/5235
UL http://hdl.handle.net/11093/5235
LA eng
DS Investigo
RD 10-sep-2024