# New RFI Model for Behavioral Audience Segmentation in Wi-Fi Advertising System
## 1 Introduction  
The Wi-Fi advertising system is a popular advertising platform for businesses to expose their advertisement to the public in a more effective way. The public Wi-Fi advertising systems share indistinguishable general procedures, as shown in Figure 1. The procedure involves users logging in, watching a non-skippable advertisement, and skipping to connect to free Wi-Fi or visit the advertisement website. A most common example of the Wi-Fi advertising system in Malaysia consists of almost 8000 public hotspots distributed nationwide [1]. When the users connect to the public hotspots for free Wi-Fi, a login with personal information is required. After that, there will be a non-skippable advertisement playing for 10 s before providing two options for selection. In the first option, the users are able to visit the website related to the advertisement, whereas the second option will redirect the users to proceed to connecting to the free Wi-Fi. The other example is the Boingo hotspot that is sponsored by the Boingo Wireless American company [2]. There are almost 1 billion hotspots available in airports, hotels, transits, and shopping malls of the United States of America. When the users connect to the Boingo hotspot, a login with personal information and watching a non-skippable advertisement for 17 s are the compulsory processes. After that, similar to the Malaysian public hotspot, Boingo also provides two options to redirect the user to the advertisement page or to connect them to the Wi-Fi. As the name implies, Wi-Fi advertising is a marketing strategy that reaches the public through Wi-Fi networks. It appears on a smartphone, tablet, laptop, or other devices, asopposed to traditional advertising marketing, where ads are placed in a magazine or a newspaper. Wi-Fi advertising is a hot topic in recent years due to the increasing number of Internet users. According to [3], among the 32.98 million Malaysian citizens, a total of 29.55 million are Internet users, accounting for 89.5% of Malaysian citizens. The public relies on the Internet for a wide variety of purposes, including socializing, e-learning, amusement, online banking, and e-wallet transactions. In light of this, mobile users connect their devices to Wi-Fi in their daily routine. The Wi-Fi advertising system that provides free Wi-Fi access is a great choice for the public to connect to. Hence, it is an effective marketing medium to deliver the advertisement to the public. The purpose of the Wi-Fi advertising industry is to advertise and implant a brand and its products into the subconscious mind of the public as much as possible. Therefore, the engagement of the audience towards the advertisement is a crucial element to investigate. The engagement of the audience towards the advertisement is defined as how well the advertisement can retain the audience to continue watching them or how well the audience is attracted to the advertisement. In fact, there are existing customer behavioral models developed for businesses to analyze customer behaviors to guide the decision-making process on the marketing strategies [4; 5; 6; 7; 8; 9; 10; 11]. However, those models are solely developed for the e-Commerce, banking, and insurance industries instead of the Wi-Fi advertising business. The existing customer behavioral models investigate customer behaviors in terms of recency, frequency, and the purchase's monetary values since these industries are more concerned with the purchases made by customers [4; 5; 6; 7; 8; 9; 10; 11]. However, the Wi-Fi advertising industry is more concerned of the audience engagement level towards the advertisement instead of their purchases. To the best of the authors' knowledge, a customer behavioral model is yet to be created for the Wi-Fi advertising industry. Therefore, a new RFI model is proposed to investigate the audience behaviors particularly in evaluating the audience engagement level within the Wi-Fi advertising industry.