SLIIT Conference and Symposium Proceedings
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All SLIIT faculties annually conduct international conferences and symposiums. Publications from these events are included in this collection.
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Publication Open Access A Systematic Literature Review of Factors Affecting Online Behavioural Advertising(ICSDB 2024 and SLIIT Business School, 2024-12-10) Madawala, A.I.B.W; Subharathi, A.; Shehara, N.; Karunarathne, D.; Jayasuriya, N.; Yapa, C.This study aimed to summarize and identify factors affecting online behavioural advertising identified until 2024, and to create an integrated conceptual framework that explains relationships between these factors affecting OBA. Even though a significant number of recent studies have been published on online behavioural advertising during recent years, systematic reviews about online behavioural advertising is limited, which is the focus of this study. The study utilized the systematic review method to organize publications gathered from Scopus database, Emerald Insight and Google Scholar. Thematic analysis was used to identify and according to themes. Review of 46 publications revealed that, advertiser-controlled factors are the initial predictors of user-controlled factors, leading to OBA outcomes. By reviewing 46 publications it was revealed that, advertiser-controlled factors such as: ad-skip option, time display, content quality and source attractiveness affect user-controlled factors. User controlled factors that are highly prevalent in the existing literature are: privacy concerns, ad-scepticism, ad-relevance and user attitude. The impact from advertiser-controlled factors to user-controlled factors are moderated by social and cultural factors and personality traits. The final outcomes of OBA depend on each platform, context and group of users. As identified in the literature OBA outcomes are, OBA acceptance, OBA avoidance, ad-blocker use, purchase intentions and brand engagement. Influence from user-controlled factors to OBA outcomes is moderated by gender, trust and psychological ownership. This systematic review is unique because recent knowledge on personalised advertising is reviewed here through empirical findings, while providing an idea of the broader picture for advertising practitioners.Publication Open Access The Ethical Consequences of Artificial Intelligence in Countering Cyber Speech: Combining Effectiveness with Maintaining Human Rights(Faculty of Humanities and Sciences, SLIIT, 2024-12-04) Godigamuwa, A.HArtificial Intelligence (AI) offers tremendous potential and difficult moral dilemmas in the fight against cyber speech, including hate speech, disinformation, and cyberbullying. This study looks at the two requirements that must be met to protect civil rights and successfully combat harmful online speech. By showcasing developments in deep learning algorithms, natural language processing, and automated moderation tools, it explores the potential of AI systems to identify, regulate, and lessen harmful online behavior. The ethical implications of AI in moderating online debate are rigorously examined in this paper, with particular attention paid to issues with biases, privacy, and freedom of speech. AI creates concerns about data exploitation and spying. It may also over-censor or misinterpret context, which puts permissible expression at risk of being unfairly suppressed. Additionally, AI systems have the power to amplify and perpetuate preconceptions, resulting in biased judgments that affect marginalized communities. Through an analysis of case studies and statutes, the study seeks to strike a balance between the need to preserve fundamental rights and AI’s ability to make online places safer. It promotes a plan that upholds justice and human dignity by fusing technical advancements with strict moral standards and open governance.