Predicting trust in online advertising with an SEM-artificial neural network approach.
Lai-Ying LeongTeck-Soon HewKeng-Boon OoiYogesh K. DwivediPublished in: Expert Syst. Appl. (2020)
Keyphrases
- online advertising
- artificial neural networks
- user behavior
- neural network
- behavioral targeting
- trust model
- advertising campaigns
- display advertising
- long tail
- trust evaluation
- sponsored search
- search advertising
- back propagation
- ann models
- user interaction
- genetic algorithm
- user experience
- internet advertising
- website
- considerable increase