A framework for adaptive personalised e-advertisements

Doctoral thesis English OPEN
Al Qudah, Dana
  • Subject: QA76

The art of personalised e-advertising relies on attracting the user‟s attention to the recommended product, as it relates to their taste, interest and data. Whilst in practice, companies attempt various forms of personalisation; research of personalised e-advertising is rare, and seldom routed on solid theory. Adaptive hypermedia (AH) techniques have contributed to the development of personalised tools for adaptive content delivery, mostly in the educational domain. This study explores the use of these theories and techniques in a specific field – adaptive e-advertisements. This is accomplished firstly by structuring a theoretical framework that roots adaptive hypermedia into the domain of e-advertising and then uses this theoretical framework as the base for implementing and evaluating an adaptive e-advertisement system called “MyAds”. The novelty of this approach relies on a systematic design and evaluation based on adaptive hypermedia taxonomy. In particular, this thesis uses a user centric methodology to design and evaluate the proposed approach. It also reports on evaluations that investigated users‟ opinions on the appropriate design of MyAds. Another set of evaluations reported on users‟ perceptions of the implemented system, allowing for a reflection on the users‟ acceptance level of e-advertising. The results from both implicit and explicit feedback indicated that users found the MyAds system acceptable and agreed that the implemented user modelling and AH features within the system contributed to achieving acceptance, within their e-advertisement experience due to the different personalisation methods.\ud \ud
  • References (136)
    136 references, page 1 of 14

    1. Al Qudah, D. A., A. I. Cristea, S. Hadzidedic, Al-Sayyad, R.M.H, S. AL-Saqqa (2015). A Taxonomy-based Evaluation of Personalized E-advertisement. 15th IEEE International Conference on Computer and Information Technology. Liverpool, UK: To appear 2. Al Qudah, D. A., A. I. Cristea, S. Hadzidedic, S. AL-Saqqa, A. Rodan and W. Yang (2015). Personalized E-advertisement Experience: Recommending User Targeted Ads. 12th International Conference on e-Business Engineering. Bejin, China: To appear.

    3. Al Qudah, D. A., I. A. Cristea, L. Shi and J. f. Alqatawna (2015). Designing an Adaptive Online Advertisement System: A Focus Group Methodology. 10th International Conference on Computer Science & Education, Cambridge, UK.

    4. Dana A. Al Qudah, Alexandra I. Cristea, Shi Lei, Rizik M.H Al-Sayyed, Amer Obeidah, (2014) " MyAds: A Social Adaptive System for Online Advertisement from Hypotheses to Implementation", Proceeding of the ICBG 2014 : International Conference on e-Business and e-Government. Zurich, Switzerland, P.P 154-160 5. Dana A. Al Qudah, Alexandra I. Cristea, (2013) "MyAds - A proposed adaptive social online advertising framework", JOEBM - Journal of Economics, Business and Management. Vol.1, No.4, P.P 401-406 ISSN: 2301-3567 6. Dana A. Al Qudah, Alexandra I. Cristea, Shi Lei, (2013) "An Exploratory study to design an adaptive hypermedia system for online advertisement” proceeding of the 9th International Conference on Web Information Systems and Technologies. Aachen - Germany , P.P 368-375 1. Shi, L., Al Qudah, D., Qaffas, A., & Cristea, A. I. (2013). Topolor: a social personalized adaptive e-learning system. In User Modeling, Adaptation, and Personalization (pp. 338- 340). Springer Berlin Heidelberg.

    2. Shi, L., Gkotsis, G., Stepanyan, K., Al Qudah, D., & Cristea, A. I. (2013, January). Social personalized adaptive e-learning environment: Topolor-implementation and evaluation. In Artificial Intelligence in Education (pp. 708-711). Springer Berlin Heidelberg.

    3. Shi, L., Al Qudah, D., & Cristea, A. I. (2013). Social e-learning in topolor: a case study. The 7th IADIS Conference e-Learning 2013 (IADIS-EL). Prague, Czech Republic, 23-26 Jul 2013. IADIS Press.

    4. Shi, L., Al Qudah, D., & Cristea, A. I. (2013, July). Designing social personalized adaptive e-learning. In Proceedings of the 18th ACM conference on Innovation and technology in computer science education (pp. 341-341). ACM.

    5. Shi, L., Stepanyan, K., Al Qudah, D., & Cristea, A. I. (2013). Evaluation of social interaction features in topolor-a social personalized adaptive e-learning system. In Proceedings of 13th IEEE International Conference on Advanced Learning Technologies (ICALT 2013) (pp. 294-295). IEEE Computer Society.

    6. Shi, L., Cristea, A. I., Foss, J. G., Al Qudah, D., & Qaffas, A. (2013). A social personalized adaptive e-learning environment: a case study in Topolor. IADIS International Journal on WWW/Internet, 11(3), 1-17.

    7. Shi, L., Al Qudah, D., Qaffas, A., & Cristea, A. I. (2013). To build light gamification upon social interactions: requirement analysis for the next version of Topolor. In Proceedings of the Sixth York Doctoral Symposium on Computer Science and Electronics (YDS2013) (pp. 1-5). Department of Computer Science, University of York.

    8. L. Shi, D.A. Al-Qudah, A.I. Cristea, (2012) "Exploring Participatory Design for SNSbased AEH Systems". The 11th IADIS International Conference WWW/INTERNET (ICWI). Madrid, Spain, 18-21 Oct 2012. IADIS Press.

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