Understanding User Ad Click-Through Intention in the Mobile Social Platform: A Lens of Trust Transfer.

Zhen Shao Kuanchin Chen Zhiwen Jiang Lin Zhang

Published in: PACIS (2020)

Keyphrases

user profiles
user interface
query intent
end users
web search
targeted advertising

collaborative filtering
user behavior
click prediction
contextual advertising
display advertising
user experience

mobile phone
recommender systems
real time
user satisfaction
online advertising
sponsored search

user interaction
access control
trust evaluation
search advertising
information retrieval