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Opportunistic Networks as an Enabling Technology for Mobile Word-of-Mouth Advertising

Opportunistic Networks as an Enabling Technology for Mobile Word-of-Mouth Advertising

Andreas Heinemann, Tobias Straub
Copyright: © 2012 |Pages: 19
ISBN13: 9781613501016|ISBN10: 1613501013|EISBN13: 9781613501023
DOI: 10.4018/978-1-61350-101-6.ch606
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MLA

Heinemann, Andreas, and Tobias Straub. "Opportunistic Networks as an Enabling Technology for Mobile Word-of-Mouth Advertising." Wireless Technologies: Concepts, Methodologies, Tools and Applications, edited by Information Resources Management Association, IGI Global, 2012, pp. 1618-1636. https://doi.org/10.4018/978-1-61350-101-6.ch606

APA

Heinemann, A. & Straub, T. (2012). Opportunistic Networks as an Enabling Technology for Mobile Word-of-Mouth Advertising. In I. Management Association (Ed.), Wireless Technologies: Concepts, Methodologies, Tools and Applications (pp. 1618-1636). IGI Global. https://doi.org/10.4018/978-1-61350-101-6.ch606

Chicago

Heinemann, Andreas, and Tobias Straub. "Opportunistic Networks as an Enabling Technology for Mobile Word-of-Mouth Advertising." In Wireless Technologies: Concepts, Methodologies, Tools and Applications, edited by Information Resources Management Association, 1618-1636. Hershey, PA: IGI Global, 2012. https://doi.org/10.4018/978-1-61350-101-6.ch606

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Abstract

The growing share of people using mobile devices, that support wireless peer-to-peer interaction, offers the opportunity to build a ubiquitous infrastructure for electronic word-of-mouth messaging and advertising. This chapter introduces Opportunistic Networks as a layer for one-hop communication that opens up electronic word-of-mouth messaging for mobile devices. The reader will learn about adPASS (short for advertisement passing), a system build on top of Opportunistic Networks for digital advertisement distribution stimulated by an anonymous and tamper-resistant bonus point model. A simulation based on empirical movement pat=terns indicates the feasibility of our approach. This chapter concludes with a summary and provides an outlook on further research paths starting from our findings.

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