Structural model for the adoption of online advertising on social network in Vietnam.
Thanh D. NguyenThi H. CaoNghia D. TranPublished in: ICACCI (2014)
Keyphrases
- online advertising
- structural model
- social networks
- user behavior
- structural models
- causal models
- partial least squares
- behavioral targeting
- display advertising
- measurement model
- structural equation modeling
- human body
- causal relationships
- advertising campaigns
- user experience
- prior knowledge
- information systems
- training data
- contextual advertising
- latent variables
- active databases
- random walk
- end users
- perceived usefulness
- database systems
- search advertising
- computer vision