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http://dx.doi.org/10.13088/jiis.2022.28.4.095

A Study on the Media Recommendation System with Time Period Considering the Consumer Contextual Information Using Public Data  

Kim, Eunbi (Department of Business Administration, Graduate School, Kyung Hee University)
Li, Qinglong (Department of Big Data Analytics, Graduate School, Kyung Hee University)
Chang, Pilsik (Department of Business Administration, Graduate School, Kyung Hee University)
Kim, Jaekyeong (School Management & Department of Big Data Analytics, Kyung Hee University)
Publication Information
Journal of Intelligence and Information Systems / v.28, no.4, 2022 , pp. 95-117 More about this Journal
Abstract
With the emergence of various media types due to the development of Internet technology, advertisers have difficulty choosing media suitable for corporate advertising strategies. There are challenging to effectively reflect consumer contextual information when advertising media is selected based on traditional marketing strategies. Thus, a recommender system is needed to analyze consumers' past data and provide advertisers with personalized media based on the information consumers needs. Since the traditional recommender system provides recommendation services based on quantitative preference information, there is difficult to reflect various contextual information. This study proposes a methodology that uses deep learning to recommend personalized media to advertisers using consumer contextual information such as consumers' media viewing time, residence area, age, and gender. This study builds a recommender system using media & consumer research data provided by the Korea Broadcasting Advertising Promotion Corporation. Additionally, we evaluate the recommendation performance compared with several benchmark models. As a result of the experiment, we confirmed that the recommendation model reflecting the consumer's contextual information showed higher accuracy than the benchmark model. We expect to contribute to helping advertisers make effective decisions when selecting customized media based on various contextual information of consumers.
Keywords
Recommender system; media recommendation; deep learning; public data; advertising media;
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Times Cited By KSCI : 2  (Citation Analysis)
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