• Asia pacific journal of information systems
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• v.34 no.2
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• pp.518-540
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• 2024

Mobile technologies have enabled marketers to target consumers anywhere and anytime. However, as consumers react and respond differently depending on what situation they are in, there is an apparent need to determine when, where, and what kind of advertisement is most relevant to the consumer. This paper proposes a holistic approach to examine the response of consumers when faced with two types of contextual factors (environmental/spatial and social contexts) through the lens of the Mobile Advertising Effectiveness Framework. We focus on the contextual effects of perceived distance from the offline store and the effect of popularity cue indication. A scenario-based survey is conducted to investigate the effects of perceived distance and popularity cue on the users' attitudes, and ultimately on their response intentions, upon receipt of mobile ads. Results of the study confirm the hypotheses: first, mobile ads sent when users perceive the physical store to be in close proximity tend to evoke more positive attitudes and elicit better responses compared to when users perceive the store to be farther away. Additionally, ad messages indicating high popularity were found to be more appealing than those with low popularity. These empirical results underscore the pivotal role of context, encompassing both spatial context (proximity to offline stores) and social context (popularity cues), in shaping consumer attitudes and response intentions in mobile advertising. The findings of the study offer theoretical insights that underline the significance of holistic context-based approaches that in turn, marketers may use to design more effective mobile ad campaigns that may elicit better responses from consumers.

• The KIPS Transactions:PartD
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• v.12D no.1 s.97
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• pp.21-30
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• 2005

In mobile computing environments, a mobile host caches the data to use the narrow bandwidth efficiently and improve the response time. A server periodically broadcasts the update data for maintaining the cache consistency of a mobile host. However, a method for maintaining cache consistency using periodic invalidation report has a problem that defers the commit decision of a mobile transaction to guarantee its serializable execution. In this paper, we propose CCM-AD method that guarantees the serializable execution of a mobile transaction even in the case that it is executed using cached data. As CCM-AD method guarantees the serializable execution of mobile transactions by using the intersection between the data broadcast to mobile host and the data updated at server. Then the CCM-AD method can reduce the delay of commitment decision of a mobile transaction. Also our method can reduce the size of invalidation report.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.8 no.5
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• pp.187-195
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• 2008

In MANET, it is important to efficiently manage data objects and traffic to improve network throughput and response time. This paper proposes a connection-degree based data object search and replication scheme in mobile ad-hoc networks. In this method, information about the path data object providers is stored at the cache of a cluster header at which lots of queries arrive, so that, to reduce the load of the cluster header, replicas can be created at its neighboring nodes. The method proposes an algorithm that picks up a cluster header among mobile nodes and makes it possible to search for and utilize adaptive and up-to-date information in MANET. The method is expected to be effective since it enables access to data objects in spite of broken links among mobile nodes with an enhancement in network response time of searching and a decrease in communication costs. The efficiency of this system was verified via simulation.

• Journal of Intelligence and Information Systems
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• v.24 no.2
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• pp.37-57
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• 2018

With the spread of smart phones, interest in mobile media is on the increase as useful media recently. Mobile media is assessed as having differentiated advantages from existing media in that not only can they provide consumers with desired information anytime and anywhere but also real-time interaction is possible in them. So far, studies on mobile advertising were mostly researches analyzing satisfaction with, and acceptance of, mobile advertising based on survey, researches focusing on the factors affecting acceptance of mobile advertising messages and researches verifying the effect of mobile advertising on brand recall, advertising attitude and brand attitude through experiments. Most of the domestic mobile advertising studies related to advertisement effect and advertisement attitude have been conducted through experiments and surveys. The advertising effectiveness measure of the mobile ad used the attitude of the advertisement, purchase intention, etc. To date, there have been few studies on the effects of mobile advertising on actual advertising data to prove the characteristics of the advertising platform and to prove the relationship between the factors influencing the advertising effect and the factors. In order to explore advertising effect of mobile advertising platform currently commercialized, this study defined advertising characteristics and media characteristics from the perspective of advertiser, advertising platform and publisher and analyzed the influence of each characteristic on advertising effect. As the advertisement characteristics, we classified advertisement format classified by bar type and floating type, and advertisement material classified by image and text. We defined advertisement characteristics of advertisement platform as Hedonic and Utilitarian media characteristics. As a dependent variable, we use CTR, which is the ratio of response (click) to ad exposure. The theoretical background and the analysis of the mobile advertising business, the hypothesis that the advertisement effect is different according to the advertisement specification, the advertisement material, In the ad standard, bar ads are classified as static framing, Floating ads can be categorized as dynamic framing, and the hypothetical definition of floating advertisements, which are high-profile dynamic framing ads, is highly responsive. In advertising, images with high salience are defined to have higher ad response than text. In the media characteristics classified as practical / hedonic type, it is defined that the hedonic type media has a more relaxed tendency than the practical media, and there is a high possibility of receiving various information because there is no clear target. In addition, image material and hedonic media are defined to be highly effective in the interaction between advertisement specification and advertisement material, advertisement specifications and media characteristics, and advertisement material and media characteristics. As the result of regression analysis on each characteristic, material standard, which is a characteristic of mobile advertisement, and media characteristics separated into 'Hedonic' and 'Utilitarian' had significant influence on advertisement effect and mutual interaction effect was also confirmed. In the mobile advertising standard, the advertising effect of the floating advertisement is higher than that of the bar advertisement, Floating ads were more effective than text ads for image ads. In addition, it was confirmed that the advertising effect is higher in the practical media than the hedonic media. The research was carried out with the big data collected from the mobile advertising platform, and it was possible to grasp the advertising effect of the measure index standard which is used in the practical work which could not be grasped in the previous research. In other words, the study was conducted using the CTR, which is a measure of the effectiveness of the advertisement used in the online advertisement and the mobile advertisement, which are not dependent on the attitude of the ad, the attitude of the brand, and the purchase intention. This study suggests that CTR is used as a dependent variable of advertising effect based on actual data of mobile ad platform accumulated over a long period of time. The results of this study is expected to contribute to establishment of optimum advertisement strategy such as creation of advertising materials and planning of media which suit advertised products at the time of mobile advertisement.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.34 no.9B
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• pp.947-954
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• 2009

In mobile ad hoc networks, service discovery to search for an available service is an important issue. In this paper, we propose an efficient service discovery protocol that is combined a dht-based service discovery scheme and a P2P caching-based information spreading scheme. Proposed scheme store key information in hashed zone and search services using it's information. To search quickly a service, it use its physical neighbors information which collected by 1-hop hello message between a node and its physical neighbors. We do not use a central look up server and do not rely on flooding. Hence, it uniquely balanced all node's load in mobile ad hoc networks and reduced the number of messages exchanged, network load and response time. The simulation results show that our protocol outperforms DHT-based and flooding protocols.

• Annual Conference of KIPS
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• 2006.05a
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• pp.1117-1120
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• 2006

Wide applications because of their flexibilities and conveniences of Wireless Mobile Ad-hoc Networks (MANETs) also make them more interesting to adversaries. Currently, there is no applied architecture efficient enough to protect them against many types of attacks. Some preventive mechanisms are deployed to protect MANETs but they are not enough. Thus, MANETs need an Intrusion Detection System (IDS) as the second layer to detect intrusion of adversaries to response and diminish the damage. In this paper, we propose an algorithm for detecting bogus nodes when they attempt to intrude into network by attack routing protocol. In addition, we propose a procedure to find the most optimize path between two nodes when they want to communicate with each other. We also show that our algorithm is very easy to implement in current proposed architectures.

• Journal of information and communication convergence engineering
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• v.11 no.3
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• pp.173-178
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• 2013

To discover objects of interest in unstructured peer-to-peer networks, the peers rely on flooding query messages which create incredible network traffic. This article evaluates the performance of an unstructured Gnutella-like protocol over mobile ad-hoc networks and proposes modifications to improve its performance. This paper offers an enhanced mechanism for an unstructured Gnutella-like network with improved peer features to better meet the mobility requirement of ad-hoc networks. The proposed system introduces a novel caching optimization technique and enhanced ultrapeer selection scheme to make communication more efficient between peers and ultrapeers. The paper also describes an enhanced query mechanism for efficient searching by applying multiple walker random walks with a jump and replication technique. According to the simulation results, the proposed system yields better performance than Gnutella, XL-Gnutella, and random walk in terms of the query success rate, query response time, network load, and overhead.

• Journal of the Korea Society for Simulation
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• v.24 no.3
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• pp.61-68
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• 2015

Mobile ad hoc networks (MANETs) are self-organized dynamic networks populated by mobile nodes. This paper presents the improved cross-layer approach to complement the recent works for video transmission services on MANET. We use a statistical design of experiment and analysis in order to investigate interactions between major factors of each layer effectively with minimizing ns-3 simulation run time. The proposed cross-layer approach considers MANET protocol layers (i.e., physical, network and transmission layers) and an application layer (i.e., a video encoder) as factors simultaneously. In addition, the approach defines an objective video quality metric as a response variable. The result of this paper can be applicable as a preliminary research to design an optimized video transmission application which has ability to adjust controllable factors to dynamic uncontrollable factors.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.34 no.7B
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• pp.728-733
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• 2009

An ubiquitous environment has features like peer-to-peer and nomadic environments. Such features can be represented by peer-to-peer systems and mobile ad-hoc networks. P2P systems and MANETs share similar features, appealing for implementing P2P systems in MANET environment. However, if a P2P system designed for wired networks was applied to mobile ad-hoc environment, its performance was not good enough. Subsequently, this paper proposes a P2P system to improve performance using cross-layer design and the goodness of a node as a peer by using routing metric and P2P metric to choose favorable peers to connect. It also utilizes proactive approach for distributing peer information. The simulation results showed that the proposed system produced better performance in query success rate, query response time and energy consumption by reducing the routing path length.

• Journal of the Korea Society of Computer and Information
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• v.14 no.12
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• pp.109-117
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• 2009

In this paper, we propose an efficient service discovery scheme that combines peer-to-peer caching advertisement and node ID-based selective forwarding service requests. P2P caching advertisement quickly spreads available service information and reduces average response hop count since service information store in neighbor node cache. In addition, node ID-based service requests can minimize network transmission delay and can reduce network load since do not broadcast to all neighbor node. Proposed scheme does not require a central lookup server or registry and not rely on flooding that create a number of transmission messages. Simulation results show that proposed scheme improved network loads and response times since reduce a lot of messages and reduce average response hop counts using adaptive selective nodes among neighbor nodes compared to traditional flooding-based protocol.