the increasing penetration rate of mobile phone, with specific characteristics of this medium, such as almost everywhere with the audience, has attracted companies' attention to it as an advertising channel. mobile devices facilitate highly customized marketing communication in terms of person, time location and context so numbers of companies that use this medium for communicating with th...

The aim of this research is to help advance a better understanding of digital advertising innovation adoption, consumer acceptance of customized advertising, and the influence of customized advertising on product purchase intent via a mobile social network. To this end, two types of questionnaires, including an open questionnaire filled up by 16 experts and university professors was designed to...

Studies report that users avoid looking at areas they consider to display advertising. The objective of the present study was to systematically investigate the influences of task demand, and web information type on recognition of verbal emotional advertising when people focus on a primary task. Our findings contribute important insights into preattentive procssing research. First, the empirical...

Targeted advertising benefits consumers by delivering them only the messages that match their interests, and also helps advertisers by identifying only the consumers interested in their messages. Although targeting mechanisms for online advertising are well established, pervasive computing environments lack analogous approaches. This paper explores the application of activity inferencing to tar...

This paper presented analogous Web-based hybrid knowledge system, called Web Digital, is actively emerging and playing an important role in nowadays e-marketing strategy, especially in customer solution area. According to previous research that divided the customer solution to four main part: require define, customize and integration, deployment and post deployment support, which is a necessary...

Given the importance and impact of advertising on audiences, as well as the importance of the film industry and its undeniable role in the promotion and dissemination of culture, this research has been carried out. The purpose of this research was to investigate the effect of outdoor advertising techniques in movies (billboards, posters and bus banners) on the cinema attendance in Tehran based ...