Smart Generation System of Personalized Advertising Copy and Its Application to Advertising Practice and Research

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成果类型：

期刊论文

作者：

Deng, Shasha;Tan, Chee-Wee;Wang, Weijun*;Pan, Yu

通讯作者：

Wang, Weijun

作者机构：

[Deng, Shasha] Shanghai Int Studies Univ, Sch Business & Management, Management Informat Syst, Shanghai, Peoples R China.

[Deng, Shasha] Shanghai Int Studies Univ, Sch Business & Management, Artificial Intelligence & Data Sci Applicat Ctr, Shanghai, Peoples R China.

[Tan, Chee-Wee] Copenhagen Business Sch, Dept Digitizat, Frederiksberg, Denmark.

[Wang, Weijun] Cent China Normal Univ, Sch Psychol, Wuhan, Hubei, Peoples R China.

[Pan, Yu] Shanghai Int Studies Univ, Informat Management, Shanghai, Peoples R China.

通讯机构：

[Wang, Weijun] C

Cent China Normal Univ, Sch Psychol, Key Lab Adolescent Cyberpsychol & Behav, 152 Luoyu Rd, Wuhan 430079, Hubei, Peoples R China.

语种：

英文

期刊：

Journal of Advertising

ISSN：

0091-3367

年：

2019

卷：

期：

页码：

356-365

DOI：

10.1080/00913367.2019.1652121

基金类别：

National Natural Science Foundation of ChinaNational Natural Science Foundation of China (NSFC) [71601124,71571084,71671115]; Planning Project of Shanghai International Studies University [2015114015]

机构署名：

本校为通讯机构

院系归属：

心理学院

摘要：

Artificial intelligence in programmatic advertising constitutes fertile grounds for marketing communication with tremendous opportunities. Yet, despite its touted benefits, contemporary implementations of programmatic advertising do not harness self-generative technologies so much so that different consumers are exposed to identical content. Consequently, we advance a smart generation system of personalized advertising copy (SGS-PAC) that can automatically personalize advertising content to align with the needs of individual consumers. Analytical results from a user experiment involving about ...

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