{"id":"https://openalex.org/W2090913288","doi":"https://doi.org/10.2753/jec1086-4415190103","title":"Enhancing Targeted Advertising with Social Context Endorsement","display_name":"Enhancing Targeted Advertising with Social Context Endorsement","publication_year":2014,"publication_date":"2014-10-01","ids":{"openalex":"https://openalex.org/W2090913288","doi":"https://doi.org/10.2753/jec1086-4415190103","mag":"2090913288"},"language":"en","primary_location":{"id":"doi:10.2753/jec1086-4415190103","is_oa":false,"landing_page_url":"https://doi.org/10.2753/jec1086-4415190103","pdf_url":null,"source":{"id":"https://openalex.org/S18436875","display_name":"International Journal of Electronic Commerce","issn_l":"1086-4415","issn":["1086-4415","1557-9301"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547"],"host_organization_lineage_names":["Taylor & Francis"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Electronic Commerce","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5103256710","display_name":"Yung-Ming Li","orcid":"https://orcid.org/0000-0003-4501-6412"},"institutions":[{"id":"https://openalex.org/I148366613","display_name":"National Yang Ming Chiao Tung University","ror":"https://ror.org/00se2k293","country_code":"TW","type":"education","lineage":["https://openalex.org/I148366613"]}],"countries":["TW"],"is_corresponding":false,"raw_author_name":"Yung-Ming Li","raw_affiliation_strings":["a Institute of Information Management, National Chiao Tung University, Taiwan","Institute of Information Management, National Chiao-Tung University, Taiwan.#TAB#"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"a Institute of Information Management, National Chiao Tung University, Taiwan","institution_ids":["https://openalex.org/I148366613"]},{"raw_affiliation_string":"Institute of Information Management, National Chiao-Tung University, Taiwan.#TAB#","institution_ids":["https://openalex.org/I148366613"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5047930250","display_name":"Lien-Fa Lin","orcid":"https://orcid.org/0000-0001-5139-8627"},"institutions":[{"id":"https://openalex.org/I148366613","display_name":"National Yang Ming Chiao Tung University","ror":"https://ror.org/00se2k293","country_code":"TW","type":"education","lineage":["https://openalex.org/I148366613"]}],"countries":["TW"],"is_corresponding":false,"raw_author_name":"Lienfa Lin","raw_affiliation_strings":["a Institute of Information Management, National Chiao Tung University, Taiwan","Institute of Information Management, National Chiao-Tung University, Taiwan.#TAB#"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"a Institute of Information Management, National Chiao Tung University, Taiwan","institution_ids":["https://openalex.org/I148366613"]},{"raw_affiliation_string":"Institute of Information Management, National Chiao-Tung University, Taiwan.#TAB#","institution_ids":["https://openalex.org/I148366613"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5103253465","display_name":"Shih-Wen Chiu","orcid":"https://orcid.org/0009-0000-5093-8492"},"institutions":[{"id":"https://openalex.org/I148366613","display_name":"National Yang Ming Chiao Tung University","ror":"https://ror.org/00se2k293","country_code":"TW","type":"education","lineage":["https://openalex.org/I148366613"]}],"countries":["TW"],"is_corresponding":false,"raw_author_name":"Shih-Wen Chiu","raw_affiliation_strings":["b National Chiao Tung University, Taiwan","National Yang Ming Chiao Tung University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"b National Chiao Tung University, Taiwan","institution_ids":["https://openalex.org/I148366613"]},{"raw_affiliation_string":"National Yang Ming Chiao Tung University","institution_ids":["https://openalex.org/I148366613"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I148366613"],"apc_list":null,"apc_paid":null,"fwci":9.7056,"has_fulltext":false,"cited_by_count":49,"citation_normalized_percentile":{"value":0.97496759,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":94,"max":99},"biblio":{"volume":"19","issue":"1","first_page":"99","last_page":"128"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9997000098228455,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9997000098228455,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.9909999966621399,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10355","display_name":"Impact of Technology on Adolescents","score":0.9890999794006348,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.7615355253219604},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.7021598219871521},{"id":"https://openalex.org/keywords/leverage","display_name":"Leverage (statistics)","score":0.6254383325576782},{"id":"https://openalex.org/keywords/social-media","display_name":"Social media","score":0.6157670021057129},{"id":"https://openalex.org/keywords/search-advertising","display_name":"Search advertising","score":0.5486751198768616},{"id":"https://openalex.org/keywords/native-advertising","display_name":"Native advertising","score":0.5398356914520264},{"id":"https://openalex.org/keywords/context","display_name":"Context (archaeology)","score":0.48246079683303833},{"id":"https://openalex.org/keywords/preference","display_name":"Preference","score":0.48043274879455566},{"id":"https://openalex.org/keywords/contextual-advertising","display_name":"Contextual advertising","score":0.4786999523639679},{"id":"https://openalex.org/keywords/advertising-campaign","display_name":"Advertising campaign","score":0.47279542684555054},{"id":"https://openalex.org/keywords/informative-advertising","display_name":"Informative advertising","score":0.4529808759689331},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.3997876048088074},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.39478573203086853},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.1635034680366516},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.1370100975036621},{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"Artificial intelligence","score":0.06884163618087769}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.7615355253219604},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.7021598219871521},{"id":"https://openalex.org/C153083717","wikidata":"https://www.wikidata.org/wiki/Q6535263","display_name":"Leverage (statistics)","level":2,"score":0.6254383325576782},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.6157670021057129},{"id":"https://openalex.org/C187687199","wikidata":"https://www.wikidata.org/wiki/Q844880","display_name":"Search advertising","level":4,"score":0.5486751198768616},{"id":"https://openalex.org/C56408696","wikidata":"https://www.wikidata.org/wiki/Q6980087","display_name":"Native advertising","level":4,"score":0.5398356914520264},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.48246079683303833},{"id":"https://openalex.org/C2781249084","wikidata":"https://www.wikidata.org/wiki/Q908656","display_name":"Preference","level":2,"score":0.48043274879455566},{"id":"https://openalex.org/C70133500","wikidata":"https://www.wikidata.org/wiki/Q1815904","display_name":"Contextual advertising","level":4,"score":0.4786999523639679},{"id":"https://openalex.org/C110350745","wikidata":"https://www.wikidata.org/wiki/Q1761818","display_name":"Advertising campaign","level":2,"score":0.47279542684555054},{"id":"https://openalex.org/C101336063","wikidata":"https://www.wikidata.org/wiki/Q6031290","display_name":"Informative advertising","level":5,"score":0.4529808759689331},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.3997876048088074},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.39478573203086853},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.1635034680366516},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.1370100975036621},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.06884163618087769},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.0},{"id":"https://openalex.org/C175444787","wikidata":"https://www.wikidata.org/wiki/Q39072","display_name":"Microeconomics","level":1,"score":0.0},{"id":"https://openalex.org/C151730666","wikidata":"https://www.wikidata.org/wiki/Q7205","display_name":"Paleontology","level":1,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.2753/jec1086-4415190103","is_oa":false,"landing_page_url":"https://doi.org/10.2753/jec1086-4415190103","pdf_url":null,"source":{"id":"https://openalex.org/S18436875","display_name":"International Journal of Electronic Commerce","issn_l":"1086-4415","issn":["1086-4415","1557-9301"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547"],"host_organization_lineage_names":["Taylor & Francis"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Electronic Commerce","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":35,"referenced_works":["https://openalex.org/W1506738637","https://openalex.org/W1581485226","https://openalex.org/W1659833910","https://openalex.org/W1976548369","https://openalex.org/W1998239056","https://openalex.org/W2017894137","https://openalex.org/W2022467844","https://openalex.org/W2032296016","https://openalex.org/W2035844295","https://openalex.org/W2039867606","https://openalex.org/W2040993561","https://openalex.org/W2041206926","https://openalex.org/W2042067021","https://openalex.org/W2048003064","https://openalex.org/W2050740869","https://openalex.org/W2068808089","https://openalex.org/W2070018294","https://openalex.org/W2071247343","https://openalex.org/W2083365829","https://openalex.org/W2088640816","https://openalex.org/W2098940738","https://openalex.org/W2102453581","https://openalex.org/W2108824180","https://openalex.org/W2109146718","https://openalex.org/W2128076840","https://openalex.org/W2140018977","https://openalex.org/W2144378002","https://openalex.org/W2146943142","https://openalex.org/W2166710099","https://openalex.org/W2169583208","https://openalex.org/W2177923071","https://openalex.org/W2331788574","https://openalex.org/W3122057987","https://openalex.org/W3147292827","https://openalex.org/W4249479299"],"related_works":["https://openalex.org/W3126656022","https://openalex.org/W2913055349","https://openalex.org/W2346030802","https://openalex.org/W3150755883","https://openalex.org/W324811437","https://openalex.org/W4240650034","https://openalex.org/W3137508948","https://openalex.org/W2169639085","https://openalex.org/W2998632062","https://openalex.org/W3015649498"],"abstract_inverted_index":{"The":[0,17],"success":[1],"of":[2,9,19,28,57,64,66,75,93,99,125],"online":[3,21],"advertising":[4,22,39,135,148],"depends":[5],"on":[6,47,103],"the":[7,26,55,62,73,91,97,105,114,123],"degree":[8,63],"customer":[10],"acceptance":[11,65],"and":[12,78,116,130,133,137],"corresponding":[13],"click-through":[14],"rate":[15],"(CTR).":[16],"coverage":[18],"traditional":[20],"is":[23,34],"wide,":[24],"but":[25],"CTR":[27,115],"display":[29],"advertisements":[30,43,52],"delivered":[31],"by":[32,71],"firms":[33],"relatively":[35],"lower.":[36],"Whereas":[37],"targeted":[38],"can":[40,53],"deliver":[41],"appropriate":[42],"to":[44,60,89,96,112,145],"customers":[45],"based":[46],"their":[48],"traits":[49],"(disturbance":[50],"avoidance),":[51],"leverage":[54],"power":[56,74],"social":[58,76,85,128,138],"influence":[59,77],"improve":[61],"advertisements.":[67,94],"In":[68],"this":[69],"paper,":[70],"utilizing":[72],"context":[79,86],"embellishment,":[80],"we":[81],"propose":[82],"a":[83,142],"personalized":[84],"endorsement":[87],"mechanism":[88,107],"enhance":[90],"effectiveness":[92],"According":[95],"results":[98],"an":[100],"experiment":[101],"conducted":[102],"Facebook,":[104],"proposed":[106],"outperforms":[108],"other":[109],"benchmark":[110],"approaches":[111],"improving":[113],"user":[117],"impressions.":[118],"This":[119],"research":[120],"effectively":[121],"incorporates":[122],"theories":[124],"preference":[126],"similarity,":[127],"influence,":[129],"moral":[131],"sentiments":[132],"provides":[134],"sponsors":[136],"media":[139],"providers":[140],"with":[141],"powerful":[143],"system":[144],"conduct":[146],"successful":[147],"campaigns.":[149]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":3},{"year":2024,"cited_by_count":4},{"year":2023,"cited_by_count":3},{"year":2022,"cited_by_count":4},{"year":2021,"cited_by_count":4},{"year":2020,"cited_by_count":3},{"year":2019,"cited_by_count":9},{"year":2018,"cited_by_count":8},{"year":2017,"cited_by_count":5},{"year":2016,"cited_by_count":5}],"updated_date":"2026-07-29T09:40:50.615796","created_date":"2025-10-10T00:00:00"}