Fuzzy multi-objective modeling of effectiveness and user experience in online advertising

作者：

Highlights：

• We analyze the impact of online advertisements on effectiveness and user experience.

• We combine results from online campaign and data from perceptual experiment.

• We use fuzzy multi-objective modeling for searching for trade-off solutions.

• We propose balanced approach to advertising resources exploitation.

摘要

•We analyze the impact of online advertisements on effectiveness and user experience.•We combine results from online campaign and data from perceptual experiment.•We use fuzzy multi-objective modeling for searching for trade-off solutions.•We propose balanced approach to advertising resources exploitation.

论文关键词：Online advertising,User experience,Persuasion,Intrusiveness,Fuzzy systems,Multi-objective optimization

论文评审过程：Received 27 February 2016, Revised 13 August 2016, Accepted 14 August 2016, Available online 26 August 2016, Version of Record 1 September 2016.

论文官网地址：https://doi.org/10.1016/j.eswa.2016.08.049