Albadvi, A. / 2009 / A hybrid recommendation technique based on product category attributes / Expert Systems with Applications 36(9):11480~11488 Awad, N. F. / 2006 / The Personalization Privacy Paradox: An Empirical Evaluation of Information Transparency and the Willingness to Be Profiled Online for Personalization / MIS Quarterly 30(1):13~28 Bagherjeiran, A. / 2008 / Combining behavioral and social network data for on-line advertising / Proceedings of the 2008 IEEE Internationa l Conference on Data Mining Workshops :837~846 Bauer, H. H. / 2004 / Measuring the quality of E-banking portals / International Journal of Bank Marketing 23(2):153~175 Boyd, D. M. / 2008 / Social Network Sites: definition, history, and scholarship / Journal of Computer-Mediated Communication 13:210~230