The Trap of Quantification of Advertising Effectiveness: A Preliminary Study of the Ethical Challenges of Native Advertising
The Trap of Quantification of Advertising Effectiveness: A Preliminary Study of the Ethical Challenges of Native Advertising
复制标题
广告效果量化的陷阱：原生广告的伦理挑战初探
DOI：
10.1007/978-3-662-48319-0_43
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发表时间：
2015
期刊：
影响因子：
--
通讯作者：
Hiroshi Koga
中科院分区：
文献类型：
--
作者：
原田保;古賀広志;秋野晶二;Hiroshi Koga
本土广告作为一种利用社交网络的新型广告形式，一直受到人们的关注。它将广告呈现为一种自然的阅读方式，比如文章。允许这种广告的因素之一是大数据和生活日志。然而，大数据和生活日志的分析包含了伦理问题。本文以营销学的两种文化(即量化范式和关系范式)为研究对象，来考察营销科学的伦理问题。尤其是量化陷阱的问题，也就是近视会引发一些伦理问题。
As a new advertising form that uses the SNS, the native advertising has been attracting attention. It presents the ad as a natural reading, such as the article. One of the factors that allow such advertising is a big data and life log. However, analysis of big data and life log contains the ethical issues. In this paper, in order to consider the ethical issues, two cultures (that is, Quantification and Relationship Paradigm) that marketing science are focused. In particular, the problems of the trap of quantification, that is, myopia will cause some ethical problems.