The Study of User Characteristics Factors that Affect the CTR of ADs
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Funder
AEIC Academic Exchange Information Centre
Publisher
Atlantis Press SARL
Reference11 articles.
1. J. Azimi, R. Zhang, Y. Zhou, V. Navalpakkam, J. Mao, X. Fern, Visual appearance of display ads and its effect on click through rate. Paper presented at the Proceedings of the 21st ACM international conference on Information and knowledge management, Maui, Hawaii, USA, 2012. https://doi.org/10.1145/2396761.2396826
2. K. Sokolik, R.G. Magee, J.D. Ivory, Red-Hot and Ice-Cold Web Ads: The Influence of Web Ads’ Warm and Cool Colors on Click-Through Rates. Journal of Interactive Advertising, 14(1), 31-37, 2014. DOI:https://doi.org/10.1080/15252019.2014.907757
3. T. Wang, J. Bian, S. Liu, Y. Zhang, T.Y. Liu, Psychological advertising: exploring user psychology for click prediction in sponsored search. Paper presented at the Proceedings of the 19th ACM SIGKDD international conference on Knowledge discovery and data mining, Chicago, Illinois, USA, 2013. DOI: https://doi.org/10.1145/2487575.2487699
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5. C.Y. Yoo, The Effects of Persuasion Knowledge on Click-Through of Keyword Search Ads: Moderating Role of Search Task and Perceived Fairness. Journalism & Mass Communication Quarterly, 86(2), 401-418, 2019. DOI: https://doi.org/10.1177/107769900908600209
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