Handbook of research on digital media and advertising: user generated content consumption
Gespeichert in:
| Format: | Buch |
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| Sprache: | English |
| Veröffentlicht: |
Hershey, PA [u.a.]
Information Science Reference
2011
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| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturverz. S. 650 - 724 |
| Beschreibung: | XXVI, 742 S. Ill., graph. Darst. |
| ISBN: | 9781605667928 |
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| 650 | 4 | |a Advertising |x Social aspects | |
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Datensatz im Suchindex
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| adam_text | Titel: Handbook of research on digital media and advertising
Autor: Eastin, Matthew S.
Jahr: 2011
Detailed Table of Contents
Preface................................................................................................................................................xxv
Section 1
Digital: Shaping A Perspective
Chapter 1
An Overview of Digital Media and Advertising.....................................................................................1
Irene J. Dickey, University of Dayton, USA
William F. Lewis, University of Dayton, USA
In an astonishingly short period of time, the Internet and mobile commerce have profoundly shaped
the way consumers live their lives as well as the way organizations do business with them-and with
each other. With these electronic technologies and tools, businesses have remarkable new opportunities
to connect with their customers and to build their brands as never before. Consequently, this chapter
provides a broad overview of digital media and its effects on marketing and advertising. In doing so, we
identify and define the most important digital media and advertising tactics as well as explain how they
can be introduced into traditional marketing and advertising programs. The innovations presented here
will help the reader understand how digital technology can improve marketing and advertising strategy
formulation and execution. With so many online changes and innovations happening daily, this is a
challenging-and exciting-time to practice marketing and advertising. As such, it is imperative that
organizations have a presence in the Internet spaces that their customers and potential customers are
exploring on a daily basis. In essence, organizations need to provide online listening posts for custom-
ers so that they can communicate what they think, as well as what they want or don t want.
Chapter 2
Media Evolution and the Advent of Web 2.0........................................................................................32
Laura F Bright, Texas Christian University, USA
In today s marketplace, new technology innovations and the changing media environment offer end-
less opportunities to consumers: seemingly infinite amounts of information via the internet, a plethora
of broadcast stations and channels, and higher functionality and control through such technologies as
online content aggregators and digital video recorders. These technological changes have redefined the
media landscape and thus the role of advertising in new media consumption. As interactive media mar-
kets become increasingly segmented, it is vital for advertisers to examine effective techniques for com-
municating with consumers via such customized and controlled channels. This chapter will examine
how media has evolved over the last several decades and the impact Web 2.0 technologies are making
within the interactive advertising space.
Chapter 3
Economic Issues in Media Regulation: An EU and US Perspective....................................................52
Geraldine Ryan, University College Cork, Ireland
Edward Shinnick, University College Cork, Ireland
Changes in technology bring new challenges and opportunities for every industry, and the media indus-
try is no different. Today people use mass media, and in particular the Internet, to participate in discus-
sions and debate, to advertise and sell their products, to collect and store knowledge and to interact with
the global community on the information super-highway. Given both the fast pace of innovation in the
media industry and consumer demands for ever greater media content regulatory authorities are faced
with challenging times. In this chapter, the authors examine how vertical mergers, vertical restraints,
regulations, and competition policy are impacting on the European and American media industries. The
authors examine how the internationalisation of the industry, increased merger activity, and the move
towards cross media ownership, are impacting on market concentration and diversity. The authors con-
clude that a balance must be struck between encouraging greater capital flows into the industry to help
develop innovation, and the need to protect the public s long term interest through ensuring competitive
markets.
Chapter 4
Advertising in Virtual Worlds: Facilitating a Hierarchy of Engagement..............................................73
Paul R. Messinger, University of Alberta, Canada
Xin Ge, University of Northern British Columbia, Canada
This chapter describes how virtual worlds can be used for advertising and other communications to
consumers. To help conceptualize how virtual worlds enable enhanced forms of communications to
consumers, the authors introduce a conceptual framework which we call a hierarchy of engagement in
advertising communications. They argue that virtual worlds facilitate deeper levels of engagement in
this hierarchy. The authors then describe, from a practical standpoint, how to manage the traditional
elements of advertising campaigns - message, media, timing, intensity, and budget - in the context
of virtual worlds to help achieve deeper levels of engagement, which we argue lead to greater brand
recall and loyalty. To put these points in context, they begin with a short history of gaming and social
computing. To assist with selection of virtual worlds in which to conduct communication campaigns,
the authors present a typology of virtual worlds and provide a description of some extant virtual worlds
using this typology. The chapter concludes with a description of needed future work to harness virtual
worlds for customer engagement.
Chapter 5
The Influence of Immersion on Product Placement Effectiveness: A Synthesis and Review of
Product Placement in Traditional and Digital Media..........................................................................109
Tamara L. Ansons, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Jason P. Leboe, University of Manitoba, Canada
With a focus on the factors that determine the effectiveness of product placements, we compare the use
of product placements in traditional and digital media. Despite the enthusiastic use of product place-
ments in both forms of media, research has not provided conclusive results as to the effectiveness of
this form of marketing. After reviewing the factors that alter product placement outcomes, we present
a conceptual model designed to highlight the processes that we perceive as altering the consequences
of product placements. We presume that whether or not a product placement results in positive con-
sequences for an embedded brand depends on a combination of influences that stem primarily from
the degree of a consumer s immersion within the media experience. The highly stimulating and self-
directed nature of digital media is predicted to produce profitable consequences for embedded brands,
making it a prosperous venue for marketers to utilize to feature their brands.
Chapter 6
Evolving Media Metrics from Assumed Attention to Earned Engagement........................................125
Martha G. Russell, Stanford University, USA.
This chapter stems from recent discussions with academic, advertising and network researchers. In
this review, four types of issues relevant to new agendas for advertising research are highlighted: the
legacy of metrics based on the interrupted narrative model of advertising and assumed attention; real
advertising campaigns as a source of innovations in developing new metrics for earned engagement; the
interdisciplinary theoretical foundations for studying engagement and persuasion in advertising; and
the need for advertisers, media developers and academicians to collaborate and expedite the creation of
metrics to rationalize the monetization of new media used for advertising. Measuring engagement and
persuasion in the current media ecology requires metrics that consider simultaneous media exposure
and continuous partial attention in the context of a participatory culture and multifaceted objectives for
advertising campaigns.
Section 2
Consumer Generated Content: Applications and Impact
Chapter 7
Expectancy-Value: Identifying Relationships Associated with Consuming User-Generated
Content................................................................................................................................................146
Terry Daugherty, The University of Akron, USA
Matthew S. East in, The University of Texas at Austin, USA
Laura Bright, Texas Christian University, USA
Shu-Chuan Chu, DePaul University, USA
Consumers today have more control over media consumption than ever before, with interactive media
helping to transform the industry away from a traditional publisher-centric focus towards a new dynam-
ic user-centric model. Examples of prominent Web 2.0 media environments that support the creation,
distribution and consumption of user-generated content (UGC) include YouTube, MySpace, Facebook,
Wikipedia, StupidVideos, Flickr, Blogger, and personal Web pages, among others. In addition, recent
media research involving Social Cognitive Theory has emerged to offer explanatory power for Inter-
net use and could provide a better understanding of the UGC phenomenon. Therefore, a theoretical
model grounded in Social Cognitive Theory was tested examining the relationships between media
experience, desirability of control, attitude and the consumption of UGC. A survey was administered
to an opt-in online panel (N=325) recruited for Web-based research with the findings confirming the
hypothesized model.
Chapter 8
Race-Specific Advertising on Commercial Websites: Effects of Ethnically Ambiguous
Computer Generated Characters in a Digital World...........................................................................161
Osei Appiah, The Ohio State University, USA
Troy Elias, University of Florida, USA
Avatars and anthropomorphic characters by marketers are becoming more commonplace on commer-
cial web sites. Moreover, a trend among marketers is to use ethnically ambiguous models in advertising
to appeal to specific consumer segments. This study helps our understanding of not only how best to
segment and appeal to racially diverse consumers but how people interact with virtual human agents in
relationship to the literature on audience response to real humans. It was predicted that Blacks would
respond more positively to a Black agent, than they would to either a White agent or an ethnically am-
biguous agent. It was also expected that Whites would show no difference in their response based on the
race of the computer agent. The findings demonstrate that Blacks had more positive attitudes toward a
computer agent, had more positive attitudes toward a web site and recalled more product information
from a site when the site featured a Black agent vis-a-vis a White agent. Whites showed no significant
response difference concerning the agent, the brand or the site based on the racial composition of the
computer agents. Interestingly, the ethnically ambiguous character was overall just as effective in per-
suading both White and Black browsers as were the same-race agents.
Chapter 9
Social Impact of Digital Media and Advertising: A Look at Consumer Control................................180
Gregory O Toole, Pennsylvania State University, USA
Around the world today we have convenient, fingertip access to continual, informational content. At
first the free flow of information seems convenient, empowering, and endlessly beneficial for those
world citizens with access to it. This chapter takes a closer look at this relationship in terms of today s
consumer and the mediated information they are exposed to and asks the question of whether or not
this is necessarily a good thing. The chapter looks at the historical relationship of power and informa-
tion for guidance in this examination while considering active and inactive audience, corporate and
independent media texts, and the possible relationships between Victor Frankl s existential void and
mediated messages today.
Chapter 10
Consumer Reviews on Retail Websites: A Marketing and Social Phenomenon.................................194
Sung-Yeon Park, University of Wisconsin-Madison, USA Bowling Green State University, USA
Gi Woong Yun, University of Wisconsin-Madison, USA Bowling Green State University, USA
Consumer reviews on retail websites are now established as a common type of user-generated market-
ing communication online. To provide a comprehensive and well-defined framework for researchers
and marketers who are interested in its implementation and evaluation, a synthetic review of existing
studies on the consumer reviews are conducted here. More specifically, the prevalence and popularity
of consumer reviews of retail websites, the motivations behind the review activities, and the effects
are examined in detail. Three important message characteristics of the reviews - volume, valence, and
value - are also identified and discussed. After this assessment of the current status is completed, the
focus is shifted to a more existential question about the consumer reviews: Whether the reviews posted
by consumers are essentially commons, an entity created by members of a wide open community and
amendable to exploitation by consumers and marketers alike, or intellectual properties of the online
retailers who collect and manage them. Subsequently, a view that regards the consumer reviews as
social capital is presented, followed by a discussion concerning moderation and reputation systems as
quality control mechanisms.
Chapter 11
Electronic Word of Mouth and Consumer Generated Content: From Concept to Application..........212
Ye Wang, Missouri School of Journalism, USA
Shelly Rodgers, Missouri School of Journalism, USA
With the Internet, even ordinary Web users can conveniently create and disseminate media content.
The notion of User-Generated Content (UGC) or Consumer-Generated Content (CGC) captures the
user-as-producer feature, and refers to content that is not generated or published by professionals on
the Internet, unlike traditional media. An important type of online advertising that makes use of CGC
is eWOM advertising. Defined in terms of situations where consumers refer products or services to
other consumers on the Internet, eWOM is closely related to CGC and can be applied to many online
forums for UGC and CGC. With this in mind, this chapter seeks to define and categorize eWOM based
on different online platforms of CGC, review existing research in eWOM, and, finally, extend the use
of eWOM to health promotion by examining characteristics of eWOM in an online breast cancer bul-
letin board.
Chapter 12
Does Second Life Mark the Beginning of a New Era of Online Shopping?
Exploring the Avatar-Based Shopping Experience in Virtual Worlds................................................232
Jang Ho Moon, The University of Texas at Austin, USA
YongjunSung, The University of Texas at Austin, USA
S. Marina Choi, The University of Texas at Austin, USA
In this chapter, the authors explore the unique social dimension of shopping in virtual worlds, namely
Second Life, by examining the role of avatar-based interactions in determining consumer shopping
experience. To this end, an overview of Second Life, and other similar virtual worlds, is provided. This
chapter then introduces the concept of social presence and offers a conceptual discussion of how avatar-
based shopping in virtual environments is distinctive from shopping in other Web environments. Next,
the authors present the preliminary findings of our ongoing research study investigating how consum-
ers interactions with salespersons and peer consumers via avatars influence their shopping experience
in Second Life. This chapter concludes with a future prospect of virtual worlds and directions for future
research.
Chapter 13
Consumer Generated Advertising in Blogs.........................................................................................248
Dilip Mutum, University of Warwick, UK
QingWang, University of Warwick, UK
Blogs are the newest and potentially most attractive online media available to marketers. This chapter
discusses the unique nature of blogs and the growing power of consumer generated content. This raises
a number of questions as well as new opportunities. As the authors point out that existing literature on
blog marketing only discusses the possible advantages of using blogs as a marketing tool and the addi-
tion of blogs into the marketing mix. However, the problem is that these studies totally ignored consum-
ers perception towards blogs that carry advertisements. The rise of advertising companies that have
stepped in to fill the gap between companies and bloggers, are discussed. Some examples of successful
blog advertising campaigns are also provided. This chapter also presents a conceptual model that exam-
ines the salient factors that are likely to influence consumer attitude towards blogs and towards adver-
tising in blogs, and more specifically on sponsored posts on blogs. It is hoped that this chapter would
encourage other researchers to take a look at this unique media which in turn will help shed new light
on how blogs are enabling a new model of consumer collaboration and consumer generated advertising.
Chapter 14
Motivations for Social Networking Site Adoption.............................................................................262
Harsha Gangadharbatla, University of Oregon, USA
Social networking sites (SNSs) are being increasingly used by businesses to add value to companies
as well as consumers. Yet, very little is known as to why individuals adopt and use SNS. The current
chapter reviews literature on uses and gratification and technology acceptance model (TAM) to propose
a framework for SNS adoption. Six main motivational factors are identified from literature and are
expected to influence SNS adoption: need to belong, entertainment, communication, information, com-
mercial value, and self-expression. Further, two main barriers to SNS adoption, technology and privacy,
are expected to hinder adoption. The proposed theoretical framework is a first step toward understand-
ing SNS adoption and both managerial and theoretical implications are drawn.
Chapter 15
Convergence, Contradiction, and Collaboration: Case Studies on Developing
Creative Strategies for Digital Components of Integrated Campaigns...............................................275
Brian Sheehan, Syracuse University, USA
Antony Young, Optimedia, USA
This chapter explores the profound impact of the digital revolution on the advertising business. Spe-
cifically, it looks at how advertisers and their agencies are changing the ways they plan media, create
advertising ideas, and integrate their campaigns using digital and traditional media. Three key themes
are explored: 1) the critical importance of context, which challenges advertisers to fundamentally re-
evaluate the relationship between media placement and messaging; 2) the challenge offragmentation
to goals of integration: in the digital scenario, the ability to manage complexity has become a key com-
petitive advantage; 3) the need for a new process to ensure the creative development process is in tune
with context and focused on simplicity: this process is called the contextual creative brief. A number of
case studies are provided of advertising campaigns that have pioneered in these areas. They are: Mit-
subishi s Which Car? campaign, Lexus Mosaic campaign, Toyota s Best in Jest and Sketchies
campaigns, Ambien CR s Points of Stress campaign, and the Simpsons Movie launch campaign.
Section 3
Digital Engagement and New Metrics
Chapter 16
Point of Involvement, Purchase and Consumption: The Delivery of Audience Engagement............300
NealM. Burns, The University of Texas at Austin, USA
Advertising effectiveness and its measurement has characteristically been a subject of concern and de-
bate and with the availability and access of the Internet and digital technology the issue is still elusive
and complex. This chapter provides a review of the measures that were frequently used to determine
the audience that was impacted with traditional media resources as well as those media and message
processes generally called new or alternative - in that they are different than the traditional electronic,
print and out-of home that have been used by advertisers and their agencies for more than 100 years.
The chapter reviews and discusses which measures are simply cost indices and which are measures of
effectiveness. The emphasis reflects the interests of both those working in the field as practitioners as
well as those involved in its research and instruction. In a profession in which decisions in the past were
built upon cost per thousand (CPT or CPM), cost per point (CPP) and the challenges of ROI and share
fight, the metrics for new media must be precisely defined, valid and reliable. Assessing advertising
effectiveness is - as has been said - challenging. The need to inform, persuade and sell in a global mar-
ketplace with a technological base that incorporates all we have used in the past plus the networks and
mobile delivery now available have already served to make this aspect of communication a compelling
set of opportunities. Digital media and delivery are revolutionary and their impact will be profound.
Ideally, the problems to be solved will bring those doing the research and those in practice closer than
they have been in the past. The metrics to be developed and the narratives that will follow will reflect
the ways in which we relate to products and services and to each other in the 21st Century.
Chapter 17
Digital Metrics: Getting to the Other 50 Percent................................................................................314
Michelle R. Nelson, University of Illinois at Urbana-Champaign, USA
Helen Katz, Starcom Mediavest Group, USA
This chapter, authored by an industry professional and an academic, reviews measures of advertising
effectiveness in research and practice from the pre-digital to the digital era. A focus on efficacy and
ethics in terms of measurement and consumer privacy issues associated with collecting, monitoring
and learning from digital metrics is discussed. Research questions related to persuasion knowledge and
digital privacy are posed.
Chapter 18
Virtual Identities from Virtual Environments.....................................................................................335
Melvin Prince, Southern Connecticut State University, USA
The creation of identities in immersive online digital environments has become commonplace in con-
sumer behavior. Consumers frequently enter into socially networked, computer mediated environments
(CME s) as avatars. A user can design his or her avatar by choosing typologies of facial features, body
types and clothing styles. The chapter concerns Avatar analysis as a system for generating and analyz-
ing consumer information of practical value to marketers. Avatar analysis enhances understanding of
brand perceptions and meanings, discovers new ways of positioning and differentiating brands, and
provides insights for improving the effectiveness of brand communications. Using websites such as
Second Life to draw avatars, consumer identity projections are elicited based on consumers percep-
tions and interpretations of their own digital figure drawings i.e., virtual social identities of consumers
and brands. These identity projections disclose their real and ideal selves, brand-as-a-person, and im-
agery of a typical brand user.
Chapter 19
The Digital isation of Youth: How Do They Manage and Integrate Digital Technologies? ...........345
Pedro Quelhas Brito, Universidade do Porto, Portugal
The digitalization of youth signifies their complete immersion, active participation and involvement
in the production, consumption and sharing of digital content using various interconnected/interfaced
digital devices in their social network interactions. A prerequisite to successful commercial commu-
nication with young people is having a good understanding of new media, along with their social and
psychological framework. The behaviour, motivation and emotions of youth in general and in relation
to digital technologies, especially the meaning attached to mobile phones, the Internet (mainly social
network sites) and games (computer-based and portable) should also be addressed if advertisers aim to
reach this target group.
Chapter 20
Consumption and Marketing in a 3D Virtual Space: The Second Life Experience............................374
Gulnur Tumbat, San Francisco State University, USA
Lisa Bennett, San Francisco State University, USA
Second Life (SL) established itself in 2003 as a virtual world where people can create an alternate life
as an avatar. It provides a fertile ground for real-world businesses to market their products to a tech-
savvy and brand-conscious group of potential consumers. The aim of this exploratory chapter is to gain
an understanding about the SL experience for these consumers and provide examples of some of the
marketing practices. The authors conclude that while SL does provide an alternative for businesses for
building, maintaining, and extending their real world brand presence, it remains primarily as a 3-di-
mension virtual social space for people to connect and communicate with the like-minded others.
Chapter 21
Teaching Taboo Topics Through Technology.....................................................................................393
Piya Sorcar, Stanford University, USA
Clifford Nass, Stanford University, USA
Solving the problem of how to provide effective health education on diseases subject to social taboos is
an immediate need. The social stigma of HIV/AIDS is particularly prominent in the developing world,
where 95 percent of all HIV-infected persons live. Millions of people risk death from HIV/AIDS while
cultures and laws resist change. New approaches must be created to provide education despite whatever
social, structural, cultural, and legal barriers exist. Fortunately, the emergence of new media and infor-
mation and communication technologies (ICT) has provided new ways to help bypass social taboos and
provide effective education. This chapter discusses these challenges and presents criteria for evaluating
the efficacy of educational campaigns aimed at promoting awareness relating to taboo topics using a
specially designed HIV/AIDS curriculum-Interactive Teaching AIDS-as an exemplar. It incorpo-
rates key pedagogical and communication theories and approaches in order to maximize its efficacy.
To provide psychological comfort and promote coherent understanding, this ICT-based application
couples the presentation of biological aspects of transmission with culturally-familiar euphemisms and
metaphors to communicate ideas about prevention measures. Created using a rigorous, iterative, and re-
search-based process, the 20-minute application provides detailed yet accessible culturally-appropriate
explanations of all key aspects of HIV/AIDS prevention. For people living in areas that cannot easily
access explicit HIV/AIDS materials due to social, cultural or other constraints, the positive results of
the authors study suggest that it is possible to design curricula that are socially-acceptable and accu-
rate, that promote significant gains in learning, retention, and changes in attitudes. Furthermore, these
materials can encourage learners to proactively seek more information regarding the taboo topic and
share prevention information with others. Educators who are reticent to teach about such subjects due
to embarrassment or lack of health expertise can utilize similar approaches to educate students.
Section 4
Advertising Tactics in Gaming, Sports and Politics
Chapter 22
Advertising: It s in the Game..............................................................................................................437
Paul Skalski, Cleveland State University, USA
Cheryl Campanella-Bracken, Cleveland State University, USA
Michael Buncher, Cleveland State University, USA
The diffusion of digital media technologies since the 1990s has opened many new channels through
which advertisers may reach consumers. This chapter examines the manifestations and effects of ad-
vertising in video games. Although early video games rarely and purposefully included advertising,
its presence in many contemporary game genres (particularly sports and racing titles) is impossible to
ignore. In-game advertising has become a more than $60 million dollar industry (Gaudiosi, 2006) and
is expected to grow to almost $2 billion by 2010 (Shields, 2006). The present chapter covers the history
and types of advertising in video games before shifting to a discussion of research on its effectiveness.
The chapter concludes by highlighting the potential of advertising in games, from both applied and
research perspectives.
Chapter 23
Online Gaming: Demographics, Motivations, and Information Processing......................................456
Vincent Cicchirillo, The University of Texas at Austin, USA
Online gaming has become a major part of our culture. In order to understand this new media in our
society we must examine the motivations for playing these types of games and how that impacts indi-
viduals processing of information. This book chapter sets out to examine those motivations and how
motivational processing influences in-game content during game play. More importantly how indi-
viduals recognize, process, and evaluate information relative to their motivations for playing an online
game. Furthermore, this chapter not only explores the product-related segmentation variables, but also
demographic segmentation variables. Thus, taken together variables such as motivations, demograph-
ics, and game features allows us to paint a clearer picture of the: who, how, and why of online gaming.
Chapter 24
An Opportunity for In-Game Ad Placement: The History of the Video Game Industry
Interpreted Through the Meaning Lifecycle.......................................................................................480
Heather M. Schulz, The University of Texas at Austin, USA
MatthewS. Eastin, The University of Texas at Austin, USA
It is argued here that the potential connections video game advertisers can build with consumers makes
this new medium a strong force in the digital media world. A meaning-based model is introduced to
explain the fluctuation of meaning overtime, which is caused by the individual and social interpretation
and integration of signs and symbols. The history of video games will be comprehensively interpreted
through this model to explain the active identification going on between consumers and video games.
Chapter 25
Digital Media and Sports Advertising.................................................................................................491
John A. Fortunato, Fordham University, USA
Advertising and sponsorship in the area of sports continue to be a prominent way for companies to re-
ceive brand exposure to a desired target audience and obtain a brand association with a popular entity.
The fundamental advantages of advertising and sponsorship in sports now combine with digital media
to provide more extensive and unique opportunities for companies to promote their brands and poten-
tially better connect with their customers. It is clear that digital media do not replace more traditional
forms of sports advertising and sponsorship, but rather represent additional vehicles for promotional
communication. This chapter begins by providing an explanation of the goals and advantageous char-
acteristics of a sports sponsorship for a company. This review is necessary because developing an
agreement with the sports property is required for sponsors to obtain rights to content (footage of that
sport), and logos they could use on their product packaging or in their advertisements to better com-
municate a brand association. The chapter then offers four examples of companies using digital media
to execute their sponsorships with sports properties: Sprite and the NBA, Sprint and the NFL, AT T
and the Masters Golf Tournament, and Wise Snack Foods and the Boston Red Sox and New York Mets.
A fifth example looks at how sponsors are using another prominent media destination for the sports
audience, ESPN. The chapter reveals the endless possibilities of what a sponsorship using digital media
can include in the area of sports.
Chapter 26
Performance-Enhancing Media: Virtual Advertising in Sports..........................................................507
Jon Mills, University of Alabama, USA
With the billions of dollars at stake in sport enterprises, it is not surprising that advertising permeates
every facet of athletic competition as companies attempt to increase awareness of their products to the
millions of sports fans around the world who continue to make it a multi-billion dollar industry. Today
in sports, it seems that everything can be purchased, even virtual space. For advertisers, however, the
proliferation of exposure is not indicative of over-saturation, but rather presents a need for innovative
ways to reach their target audiences. Like athletes who use intensive workouts and nutritional supple-
ments, advertisers are looking for performance-enhancing broadcast options. Virtual advertising is a
relatively new, performance-enhancing technique that can improve a company s competitive edge. Fol-
lowing an examination of mere exposure theory, this chapter will turn to a discussion of the benefits and
opportunities of virtual advertising in sports events, and finally will explore the potential controversies
and drawbacks surrounding virtual advertising technology.
Chapter 27
Adonis or Atrocious: Spokesavatars and Source Effects in Immersive Digital Environments..........521
Natalie T Wood, Saint Joseph s University, USA
Michael R. Solomon, Saint Joseph s University, USA
A virtual world is an online representation of real world people, products, and brands in a computer-
mediated environment (CME). Within the next few years CMEs are likely to emerge as the dominant
internet interface. In addition to corporate websites, companies will operate virtual stores where cus-
tomers can browse and interact with assistants. However, due to the newness of the medium advertisers
still struggle to figure out the best way to talk to consumers in these environments - or to decide if they
should enter them at all. In this chapter, the authors look at the role of avatars (digital spokes charac-
ters) as sources of in-world marketing communications. The authors discuss conceptual issues such as
how an avatar s appearance and the ability of the visitor to customize this appearance may influence
consumer attitudes and behavior and how conversations with other avatars can serve as a potentially
valuable starting point for buzz-building and word of-mouth marketing campaigns. They conclude with
some specific suggestions based upon lessons learned regarding issues advertisers need to consider
when choosing a spokesavatar to communicate with residents of virtual worlds.
Chapter 28
Sounds of Web Advertising.................................................................................................................535
Iben B. Jessen, Aalborg University, Denmark
Nicolai J. Graakjaer, Aalborg University, Denmark
Sound seems to be a neglected issue in the study of web ads. Web advertising is predominantly regarded
as visual phenomena- commercial messages, as for instance banner ads, that we watch, read, and even-
tually click on - but only rarely as something we listen to. The present chapter presents an overview of
the auditory dimensions in web advertising: What kinds of sounds do we hear in web ads? What are the
conditions and functions of sound in web ads? Moreover, the chapter proposes a theoretical framework
in order to analyse the communicative functions of sound in web advertising. The main argument is
that an understanding of the auditory dimensions in web advertising must include a reflection on the
hypertextual settings of the web ad as well as a perspective of how users engage with web content.
Chapter 29
Alternative Online Videos in the 2008 U.S. Presidential Election: Multiple Mix of Media
Attributes Approach to Grassroots Mobilization................................................................................552
Gooyong Kim, University of California - Los Angeles, USA
This chapter examines a new form of popular political mobilization - online videos. Revising a mix
of attributes approach to media effects (Eveland, 2003), grassroots participation is included as the
Internet s new attribute, which renders a more sociopolitical impact of the medium. Furthermore, to
examine its sociopolitical impact, the author suggests a multiple mix of attributes approach, which
considers extrinsic attributes of audiences media consumption contexts as well as intrinsic attributes
of media configurations. In this regard, the author examines the grassroots participation attribute by
interrogating how ordinary people participate in an online public sphere (www.dipdive.com) where
they shared and reinforced their support for Obama by producing alternative videos. When it comes to
the importance of individuals critical appropriation of the Internet for political participation, through
alternative video production, the potential of transformative human agency by shaping personal nar-
ratives toward a better future is realized. In online videos for the Obama campaign, identity politics
and the democratization of campaign leadership as extrinsic attributes are enhancing the Internet s net-
work politics for political mobilization. Nevertheless, there is ambivalence of online video s practical
impact on society depending on each user s specific motivations and objectives of using it as seen in
many cases of destructive, anti-social deployment of the Internet throughout the globe. Therefore, as an
educational initiative to implement the multiple mixes of media attributes approach, this chapter con-
cludes by proclaiming that it is a crucial issue for critical pedagogy practitioners to envisage Feenberg s
(2002) radical philosophy of technology which demands individuals active intervention in shaping
technologies social applications, as well as its redesign for a more egalitarian purposes. With critical
media pedagogy as a premise of the strategic deployment of new media technologies for social change,
common people can become leaders of democratic, grassroots political mobilization as well as active,
popular pedagogues by producing alternative online videos.
Chapter 30
What a Difference a Download Makes: Political Advertising in the Digital Age .............................577
Lauren Reichart-Smith, The University of Alabama, USA
Kenny D. Smith, Samford University, USA
The Internet has captured the attention of the media, the government and much of the public. It has
changed the way Americans receive information and communicate. With a number of political candi-
dates creating MySpace profiles, YouTube videos and Second Life avatars it appears that the Internet
and web 2.0 technologies have been leveraged for political advertising and campaigning. In the early
literature the Internet and its role in politics had been purely speculative, with research only making
vague guesses as to where the Internet would lead politicians in their political ambitions. The follow-
ing chapter first outlines a historical perspective of political advertising, then examines contemporary
forms and avenues of political advertising.
Chapter 31
Making Personalization Feel More Personal: A Four-Step Cycle for Advancing the User
Experience of Personalized Recommenders and Adaptive Systems..................................................604
Shailendra Rao, Stanford University, USA
Jeremy N. Bailenson, Stanford University, USA
Clifford Nass, Stanford University, USA
The gold standard for customer service is catering to each individual s unique needs. This means pro-
viding them undivided attention and helping them find what they want as well as what they will like,
based on their prior history. An illustrative metaphor of the ideal interpersonal relationship between
retailers and consumers is the sincere handshake, welcoming a familiar face to a familiar place and
saying goodbye until next time, best symbolizes an ideal interpersonal relationship between retailers
and consumers. In this chapter the authors offer a four-step cycle of this personalization process, which
abstracts the key elements of this handshake in order to make it possible in mass digital consumerism.
This model offers an ideal framework for drawing out the key lessons learned from the two previous
stages of media evolution, Micro and Mass, as well as from social science and Human Computer Inter-
action (HCI) to inform the design and further the understanding of the rich capabilities of the current
age of Digital Consumerism.
Chapter 32
From Consumers to Producers: Engagement through User-Generated Advertising Contests............631
Kelli S. Burns, University of South Florida, USA
If reality television is any indication, people have an interest in being known. For some, creating and
possibly starring in some form of user-generated content can be a route to being a reality star. The
Internet provides a way for consumers to share their documentaries, antics, music videos, and even
commercials with other users. Several marketers have capitalized on this trend by combining the desire
of users to create their own content with the time-honored concept of a sweepstakes. The purpose of
this chapter is to present a model of consumer engagement that encompasses user-generated advertis-
ing content. The model will then be placed into context by discussing specific examples from 15 user-
generated advertising contests and making theoretical connections for each of the key contest elements.
Compilation of References...............................................................................................................650
About the Contributors....................................................................................................................725
Index...................................................................................................................................................734
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| spelling | Handbook of research on digital media and advertising user generated content consumption Matthew S. Eastin ; Terry Daugherty ; and Neal M. Burns [ed.] Hershey, PA [u.a.] Information Science Reference 2011 XXVI, 742 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Literaturverz. S. 650 - 724 Gesellschaft Advertising Social aspects Internet marketing Social aspects Consumer behavior Digital media Social aspects Werbung (DE-588)4065541-6 gnd rswk-swf Neue Medien (DE-588)4196910-8 gnd rswk-swf 1\p (DE-588)4143413-4 Aufsatzsammlung gnd-content Neue Medien (DE-588)4196910-8 s Werbung (DE-588)4065541-6 s DE-604 Eastin, Matthew S. Sonstige (DE-588)1046204769 oth Erscheint auch als Online-Ausgabe 978-1-60566-793-5 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020573673&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Handbook of research on digital media and advertising user generated content consumption Gesellschaft Advertising Social aspects Internet marketing Social aspects Consumer behavior Digital media Social aspects Werbung (DE-588)4065541-6 gnd Neue Medien (DE-588)4196910-8 gnd |
| subject_GND | (DE-588)4065541-6 (DE-588)4196910-8 (DE-588)4143413-4 |
| title | Handbook of research on digital media and advertising user generated content consumption |
| title_auth | Handbook of research on digital media and advertising user generated content consumption |
| title_exact_search | Handbook of research on digital media and advertising user generated content consumption |
| title_full | Handbook of research on digital media and advertising user generated content consumption Matthew S. Eastin ; Terry Daugherty ; and Neal M. Burns [ed.] |
| title_fullStr | Handbook of research on digital media and advertising user generated content consumption Matthew S. Eastin ; Terry Daugherty ; and Neal M. Burns [ed.] |
| title_full_unstemmed | Handbook of research on digital media and advertising user generated content consumption Matthew S. Eastin ; Terry Daugherty ; and Neal M. Burns [ed.] |
| title_short | Handbook of research on digital media and advertising |
| title_sort | handbook of research on digital media and advertising user generated content consumption |
| title_sub | user generated content consumption |
| topic | Gesellschaft Advertising Social aspects Internet marketing Social aspects Consumer behavior Digital media Social aspects Werbung (DE-588)4065541-6 gnd Neue Medien (DE-588)4196910-8 gnd |
| topic_facet | Gesellschaft Advertising Social aspects Internet marketing Social aspects Consumer behavior Digital media Social aspects Werbung Neue Medien Aufsatzsammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020573673&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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