The third-person effect hypothesis has become one of the most important aspects in the research field within the American empirical school.A large number of studies have adopted empirical research methods to verify th...The third-person effect hypothesis has become one of the most important aspects in the research field within the American empirical school.A large number of studies have adopted empirical research methods to verify the reliability of the third-person effect.With the rise of the network society,local research on the third-person effect has gradually extended to the verification or falsification of the third-person effect in the network environment.This article begins with a study on the third-person effect of online commercial advertisements based on the students from Guangzhou Huashang College.Through the study,the research hypotheses have been proposed and questionnaires have been distributed to the research subjects for analysis.Based on a series of quantitative operations,such as data analysis,empirical observations,and empirical research,this study provides a source of reference and reflection for research in this field.展开更多
In the contemporary world, digital content that is subject to copyright is facing significant challenges against the act of copyright infringement.Billions of dollars are lost annually because of this illegal act. The...In the contemporary world, digital content that is subject to copyright is facing significant challenges against the act of copyright infringement.Billions of dollars are lost annually because of this illegal act. The currentmost effective trend to tackle this problem is believed to be blocking thosewebsites, particularly through affiliated government bodies. To do so, aneffective detection mechanism is a necessary first step. Some researchers haveused various approaches to analyze the possible common features of suspectedpiracy websites. For instance, most of these websites serve online advertisement, which is considered as their main source of revenue. In addition, theseadvertisements have some common attributes that make them unique ascompared to advertisements posted on normal or legitimate websites. Theyusually encompass keywords such as click-words (words that redirect to installmalicious software) and frequently used words in illegal gambling, illegal sexual acts, and so on. This makes them ideal to be used as one of the key featuresin the process of successfully detecting websites involved in the act of copyrightinfringement. Research has been conducted to identify advertisements servedon suspected piracy websites. However, these studies use a static approachthat relies mainly on manual scanning for the aforementioned keywords. Thisbrings with it some limitations, particularly in coping with the dynamic andever-changing behavior of advertisements posted on these websites. Therefore,we propose a technique that can continuously fine-tune itself and is intelligentenough to effectively identify advertisement (Ad) banners extracted fromsuspected piracy websites. We have done this by leveraging the power ofmachine learning algorithms, particularly the support vector machine with theword2vec word-embedding model. After applying the proposed technique to1015 Ad banners collected from 98 suspected piracy websites and 90 normal orlegitimate websites, we were able to successfully identify Ad banners extractedfrom suspected piracy websites with an accuracy of 97%. We present thistechnique with the hope that it will be a useful tool for various effective piracywebsite detection approaches. To our knowledge, this is the first approachthat uses machine learning to identify Ad banners served on suspected piracywebsites.展开更多
Because most people consider advertising as an irritant and a distraction and would avoid it, should there be an alternative, advertising agencies strive to utilize the interactive, demassifying, and asynchronous qual...Because most people consider advertising as an irritant and a distraction and would avoid it, should there be an alternative, advertising agencies strive to utilize the interactive, demassifying, and asynchronous qualities of newer technologies to create an appealing advertisement. The current study investigates whether college students＇ attitudes toward advertising on traditional media are different when online advertising is used, especially on Social Media Networking Sites （SMNSs）. Employing the concept of reciprocity （of replicating offline attitudes online） and the flow theory that relates one＇s concentration on an activity and its impact on other occurrences happening around him/her, 287 college students responded to a questionnaire on their perceptions of online advertising, their preferred SMNS, and the SMNS on which they would consider viewing an advertising message. The results showed that 57.8% of the participants avoid online advertising at all costs, which is similar to their offline perception of advertising. Some 42.2% reported that they may consider viewing online advertising if the attributes of relevance, interest, creativity, and interactivity are present, as in viral advertisement. In addition, among the four SMNSs reviewed--Facebook, MySpace, Twitter, and Linkedln--a majority of students indicated that Facebook is their preferred site for online advertising because it allows for creativity and they consider those messages credible, especially if their Facebook friends tagged, liked, or shared the advertisement.展开更多
An appropriate advertising mode selection and allocation of advertising budgets considering advertising budget constraints are developed with the game theory and optimization model.The results show that the advertisin...An appropriate advertising mode selection and allocation of advertising budgets considering advertising budget constraints are developed with the game theory and optimization model.The results show that the advertising budget and the weakening factor of the online advertising effects on the traditional advertising affect sellers advertising,pricing strategies and budget allocation.The effectiveness of combination advertising is a Pareto optimum relative to the traditional advertising in a certain range.The weakening effect of the online advertising on the traditional advertising has a nonlinear effect on the advertising strategy and pricing strategy.In addition,sellers choose combination advertising with different budget constraints,and there is an optimal budget allocation ratio.In certain cases,sellers can obtain an optimal advertising expenditure less than the budget constrain.When sellers adopt combination advertising with enough budget,they do not invest in traditional advertising without limit.Moreover,compared with enough budget,when sellers adopt combination advertising with budget constrain,sellers do not decrease the advertising allocation of online advertising since online advertising is more efficient.展开更多
文摘The third-person effect hypothesis has become one of the most important aspects in the research field within the American empirical school.A large number of studies have adopted empirical research methods to verify the reliability of the third-person effect.With the rise of the network society,local research on the third-person effect has gradually extended to the verification or falsification of the third-person effect in the network environment.This article begins with a study on the third-person effect of online commercial advertisements based on the students from Guangzhou Huashang College.Through the study,the research hypotheses have been proposed and questionnaires have been distributed to the research subjects for analysis.Based on a series of quantitative operations,such as data analysis,empirical observations,and empirical research,this study provides a source of reference and reflection for research in this field.
基金This research project was supported by the Ministry of Culture,Sports,and Tourism(MCST)and the Korea Copyright Commission in 2021(2019-PF-9500).
文摘In the contemporary world, digital content that is subject to copyright is facing significant challenges against the act of copyright infringement.Billions of dollars are lost annually because of this illegal act. The currentmost effective trend to tackle this problem is believed to be blocking thosewebsites, particularly through affiliated government bodies. To do so, aneffective detection mechanism is a necessary first step. Some researchers haveused various approaches to analyze the possible common features of suspectedpiracy websites. For instance, most of these websites serve online advertisement, which is considered as their main source of revenue. In addition, theseadvertisements have some common attributes that make them unique ascompared to advertisements posted on normal or legitimate websites. Theyusually encompass keywords such as click-words (words that redirect to installmalicious software) and frequently used words in illegal gambling, illegal sexual acts, and so on. This makes them ideal to be used as one of the key featuresin the process of successfully detecting websites involved in the act of copyrightinfringement. Research has been conducted to identify advertisements servedon suspected piracy websites. However, these studies use a static approachthat relies mainly on manual scanning for the aforementioned keywords. Thisbrings with it some limitations, particularly in coping with the dynamic andever-changing behavior of advertisements posted on these websites. Therefore,we propose a technique that can continuously fine-tune itself and is intelligentenough to effectively identify advertisement (Ad) banners extracted fromsuspected piracy websites. We have done this by leveraging the power ofmachine learning algorithms, particularly the support vector machine with theword2vec word-embedding model. After applying the proposed technique to1015 Ad banners collected from 98 suspected piracy websites and 90 normal orlegitimate websites, we were able to successfully identify Ad banners extractedfrom suspected piracy websites with an accuracy of 97%. We present thistechnique with the hope that it will be a useful tool for various effective piracywebsite detection approaches. To our knowledge, this is the first approachthat uses machine learning to identify Ad banners served on suspected piracywebsites.
文摘Because most people consider advertising as an irritant and a distraction and would avoid it, should there be an alternative, advertising agencies strive to utilize the interactive, demassifying, and asynchronous qualities of newer technologies to create an appealing advertisement. The current study investigates whether college students＇ attitudes toward advertising on traditional media are different when online advertising is used, especially on Social Media Networking Sites （SMNSs）. Employing the concept of reciprocity （of replicating offline attitudes online） and the flow theory that relates one＇s concentration on an activity and its impact on other occurrences happening around him/her, 287 college students responded to a questionnaire on their perceptions of online advertising, their preferred SMNS, and the SMNS on which they would consider viewing an advertising message. The results showed that 57.8% of the participants avoid online advertising at all costs, which is similar to their offline perception of advertising. Some 42.2% reported that they may consider viewing online advertising if the attributes of relevance, interest, creativity, and interactivity are present, as in viral advertisement. In addition, among the four SMNSs reviewed--Facebook, MySpace, Twitter, and Linkedln--a majority of students indicated that Facebook is their preferred site for online advertising because it allows for creativity and they consider those messages credible, especially if their Facebook friends tagged, liked, or shared the advertisement.
基金The National Natural Science Foundation of China(No.71371050)
文摘An appropriate advertising mode selection and allocation of advertising budgets considering advertising budget constraints are developed with the game theory and optimization model.The results show that the advertising budget and the weakening factor of the online advertising effects on the traditional advertising affect sellers advertising,pricing strategies and budget allocation.The effectiveness of combination advertising is a Pareto optimum relative to the traditional advertising in a certain range.The weakening effect of the online advertising on the traditional advertising has a nonlinear effect on the advertising strategy and pricing strategy.In addition,sellers choose combination advertising with different budget constraints,and there is an optimal budget allocation ratio.In certain cases,sellers can obtain an optimal advertising expenditure less than the budget constrain.When sellers adopt combination advertising with enough budget,they do not invest in traditional advertising without limit.Moreover,compared with enough budget,when sellers adopt combination advertising with budget constrain,sellers do not decrease the advertising allocation of online advertising since online advertising is more efficient.
