Abstract
The subject of this paper is the development of a web application for recognizing emotions in neuromarketing. The goal is to develop an open system that should enable identification of user emotions using a webcam when accessing web content. Recognition of user emotions will be based on computer vision algorithms and machine learning. The developed web applications will serve as the basis for the development of a system that enables personalization of Internet marketing services based on user emotions in near real time. Evaluation of the developed solution has been done through an experiment. Results show that the users’ emotions can be identified using the developed system, with a satisfactory level of precision.
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The authors are thankful to the Ministry of Education, Science and Technological Development, Grant no. 174031.
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Filipović, F., Baljak, L., Naumović, T., Labus, A., Bogdanović, Z. (2020). Developing a Web Application for Recognizing Emotions in Neuromarketing. In: Rocha, Á., Reis, J., Peter, M., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 167. Springer, Singapore. https://doi.org/10.1007/978-981-15-1564-4_28
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DOI: https://doi.org/10.1007/978-981-15-1564-4_28
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