An Intelligent Embedded Marketing Service System based on TV apps: Design and implementation through product placement in idol dramas

Hui Fei Lin*, Chi Hua Chen

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

7 引文 斯高帕斯(Scopus)

摘要

Due to the increase in advertising requirements for various multi-media services, two studies were conducted to first propose an Intelligent Embedded Marketing Service System (IEMSS) and then to use this IEMSS to implement product placement strategies for idol dramas using interactive television. In study 1, the IEMSS combines TV apps, multiple agents, and multi-document summarization technologies to retrieve and store information and comments about merchandise from search engines, blogs, and forums. The IEMSS involves a multi-document summarization technique that uses the TF-IDF (term frequency-inverse document frequency), the position and an artificial neural network (ANN) to automatically generate and transmit key positive comments to the user via TV apps. The experimental results show that the IEMSS has 100% accuracy, indicating that the IEMSS is capable of helping users understand the merchandise and improving purchase intentions. In study 2, a 2 (product description messages: shown vs. not shown) × 2 (online reviews: shown vs. not shown) between-subjects design was conducted to examine the effectiveness of the IEMSS in an actual application. The results of this empirical research reveal that the display of reviews of the embedded products obtained from the Internet using the IEMSS functionality provides the viewing audience of idol dramas with the opinions of others who have used the embedded product, thereby improving attitudes toward the brand and product placement and stimulating purchase intentions. In sum, the IEMSS can be successfully applied to automatic summarization for advertising. Furthermore, this approach can be considered an extension of eWOM marketing and an application of Media Richness Theory that increases the effectiveness of product placement.

原文英語
頁(從 - 到)4127-4136
頁數10
期刊Expert Systems with Applications
40
發行號10
DOIs
出版狀態已發佈 - 2013 8月
對外發佈

ASJC Scopus subject areas

  • 工程 (全部)
  • 電腦科學應用
  • 人工智慧

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