Abstract
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.
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Koga, H. (2015). The Trap of Quantification of Advertising Effectiveness: A Preliminary Study of the Ethical Challenges of Native Advertising. In: Wang, L., Uesugi, S., Ting, IH., Okuhara, K., Wang, K. (eds) Multidisciplinary Social Networks Research. MISNC 2015. Communications in Computer and Information Science, vol 540. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-48319-0_43
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DOI: https://doi.org/10.1007/978-3-662-48319-0_43
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