Christine Bauer

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— Digital signage is an economically promising field in advertising. Yet, it is a hardly researched field; first empirical attempts focused on consumer reactions. Digital signage, though, brings together various market players, all of which with different objectives and expected benefits. For this reason, we introduce a conceptual framework for interactive(More)
In the age of Web 2.0 users contribute to platforms success by providing personal information by actively uploading information (e.g., messages, preferences, biographies) and also by leaving traces of their online behaviour as can be derived from their clicks, navigation paths, etc. While there is a market for trading such information among companies, there(More)
Profile-driven personalization based on socio-demographics is currently regarded as the most convenient base for successful personalized advertising. However, signs point to the dormant power of context recognition: Advertising systems that can adapt to the situational context of a consumer will rapidly gain importance. While technologies that can sense the(More)
The progress in context-aware systems is predominantly technology-driven, leading to innovations in technology-savvy industries while having almost no impact on other industries, such as the insurance sector. In this paper we introduce a novel, key player-oriented framework that explicitly takes into account the (business) value for each player being(More)
It is a natural predisposition of humans to respond to the rhythmical qualities of music. Now, we turn the setting around: The music responds to the user's behavior. So-called 'reactive music' is a non-linear format of music that is able to react to the listener and her or his environment in real-time. Giant Steps is an iPhone application that implements(More)
Analysts, investors and entrepreneurs have for long recognized the value of comprehensive user profiles. While there is a market for trading such personal information among companies, the users, who are actually the providers of such information, are not asked to the negotiations table. To date, there is little information on how users value their personal(More)