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Handbook of research on digital media and advertising : user generated content consumption

Author: Matthew S Eastin; Terry Daugherty; Neal M Burns; IGI Global.
Publisher: Hershey, Pa. : IGI Global (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA), ©2010.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user"--Provided by publisher.
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Additional Physical Format: Print version:
Handbook of research on digital media and advertising.
Hershey, Pa. : IGI Global (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA), ©2010
(DLC) 2009053448
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Matthew S Eastin; Terry Daugherty; Neal M Burns; IGI Global.
ISBN: 9781605667935 1605667935
OCLC Number: 707611914
Description: 1 online resource (electronic texts (xxvi, 742 pages : illustrations))
Contents: 1. An overview of digital media and advertising / Irene Dickey, William Lewis --
2. Media evolution and the advent of Web 2.0 / Laura Bright --
3. Economic issues in media regulation / Edward Shinnick, Geraldine Ryan --
4. Advertising in virtual worlds / Paul Messinger, Xin Ge --
5. The influence of immersion on product placement effectiveness / Tamara Ansons, Fang Wan, Jason Leboe --
6. Evolving media metrics from assumed attention to earned engagement / Martha Russell --
7. Expectancy-value / Terry Daugherty, Matthew Eastin, Laura Bright, Shu-Chuan Chu --
8. Race-specific advertising on commercial websites / Osei Appiah, Troy Elias --
9. Social impact of digital media and advertising / Gregory O'Toole --
10. Consumer reviews on retail websites / Sung-Yeon Park, Gi Woong Yun --
11. Electronic word of mouth and consumer generated content / Shelly Rodgers, Ye Wang --
12. Does second life mark the beginning of a new era of online shopping? / Jang Ho Moon, Yongjun Sung, S. Marina Choi --
13. Consumer generated advertising in blogs / Dilip Mutum, Qing Wang --
14. Motivations for social networking site adoption / Harsha Gangadharbatla --
15. Convergence, contradiction and collaboration / Brian Sheehan, Antony Young --
16. Point of involvement, purchase and consumption / Neal Burns --
17. Digital metrics / Michelle Nelson, Helen Katz --
18. Virtual identities from virtual environments / Melvin Prince. 19. The "digitalisation" of youth / Pedro Quelhas Brito --
20. Consumption and marketing in a 3D virtual space / Gulnur Tumbat, Lisa Bennett --
21. Teaching taboo topics through technology / Piya Sorcar, Clifford Nass --
22. Advertising / Paul Skalski, Cheryl Bracken, Michael Buncher --
23. Online gaming / Vincent Cicchirillo --
24. An opportunity for in-game ad placement / Heather Schulz, Matthew Eastin --
25. Digital media and sports advertising / John Fortunato --
26. Performance-enhancing media / Jon Mills --
27. Adonis or atrocious / Natalie Wood, Michael Solomon --
28. Sounds of Web advertising / Iben Bredahl Jessen, Nicolai Jørgensgaard Graakjaer --
29. Alternative online videos in the 2008 U.S. presidential election / Gooyong Kim --
30. What a difference a download makes / Lauren Smith, Kenny Smith --
31. Making personalization feel more personal / Shailendra Rao Clifford Nass, Jeremy Bailenson --
32. From consumers to producers / Kelli Burns.
Responsibility: [edited by] Matthew S. Eastin, Terry Daugherty, Neal M. Burns.

Abstract:

Bridges the gap between professional and academic perceptions of advertising in fresh media environments through defining the evolution of consumerism within the context of media change. It offers  Read more...

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