Digital advertising: theory and research
Gespeichert in:
| Weitere Verfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York ; London
Routledge
2017
|
| Ausgabe: | Third edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xxviii, 465 Seiten Illustrationen |
| ISBN: | 9781138654457 9781138654426 |
Internformat
MARC
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| 245 | 1 | 0 | |a Digital advertising |b theory and research |c edited by Shelly Rodgers, Esther Thorson |
| 250 | |a Third edition | ||
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Datensatz im Suchindex
| _version_ | 1804177433861029888 |
|---|---|
| adam_text | Titel: Digital advertising
Autor: Rodgers, Shelly
Jahr: 2017
CONTENTS
About the Contributors xi
Foreword xvii
Ronald J. Faber
Preface xx
Acknowledgments xxix
PARTI
Research Foundations 1
1 Revisiting the Interactive Advertising Model (IAM) after
15 Years: An Analysis of Impact and Implications 3
Shelly Rodgers, Sifan Ouyang, and Esther Thorson
2 Network Advertising Model (NAM) 19
Esther Thorson and Shelly Rodgers
3 Trends and Opportunities for Digital Advertising
Research: A Content Analysis of Advertising Age, 2000—2015 31
Samuel M. Tham, Shelly Rodgers, and Esther Thorson
4 A Systematic Analysis of Interactive Advertising Research
through a Paradigm Funnel 45
Terry Daugherty and Vanja Djuric
PART II
Theory Breakthroughs 67
5 Digital Advertising Clutter in an Age of Mobile Media 69
Louisa Ha
6 Using Theory of Interactive Media Effects (TIME) to
Analyze Digital Advertising 86
S. Shyam Sundar, Jinyoung Kim,
and Andrew Gambino
7 Personalization, Perceived Intrusiveness, Irritation, and
Avoidance in Digital Advertising 110
Mariko Morimoto
8 The Role of Reversal Theory in Digital Advertising 124
Jae Min Jung, Kyeong Sam Min, and Drew Martin
9 Advertising (In)attention in the Digital Environment 138
Brittany R. L. Duff andYuliya Lutchyn
PART III
New Approaches to Research 167
10 Digital Advertising in a New Age:
The Power of (Tele)Presence 169
Matthew Lombard and Jennifer Snyder-Duch
11 Using Digital Media to Improve Public Health
Communication 188
Maria B. Royne, Kathrynn Pounders, Marian Levy, and Amy
Rebecca Jones
12 Consumers Motivations for Lurking and Posting in
Brand Communities on Social Networking Sites 207
Marijke De Veirman, Verolien Cauberghe, Liselot Hudders, and
Patrick De Pelsmacker
13 Assessing the Financial Wue of Digital Advertising:
An Event Study Approach 222
Chan Yun Yoo and Tae Hyun Baek
14 Between an Ad Block and a Hard Place:
Advertising Avoidance and the Digital World 243
Louise Kelly, Gayle Kerr, and Judy Drennan
PART IV
Digital Media—Radiating Voices 257
15 Who Creates Brand-Related Content, and Why?
The Interplay of Consumer Characteristics and
Motivations 259
Daniel G. Muntinga, Marjolein Moorman, Peeter W. J. Verlegh,
and Edith G. Smit
16 Social Media Advertising: Unraveling the Mystery Box 285
Saleem Alhabash, Juan Mundel, and SyedAli Hussain
17 Targeted Digital Advertising and Privacy 300
Heather Shoenberger
18 Exploring Player Responses toward In-Game
Advertising: The Impact of Interactivity 310
Laura Herrewijn and Karolien Poels
19 New Methods for Measuring Advertising Efficacy 327
Daniel McDuff
PART V
Evaluating Digital Advertising 343
20 International Digital Advertising: Lessons from Around
the World 345
Charles R. Taylor and John P. Costello
21 A Review of Internet and Social Network Advertising
Formats 362
Francisco Rejon-Guardia and Francisco
J. Martinez-Lopez
22 Measuring the Efficiency of Digital Advertising 382
Albena Pergelova and Fernando Angulo-Ruiz
23 Health Advertising in the Digital Age: Future Trends
and Challenges 398
Tim K. Mackey and Bryan A. Liang
PART VI
Future Research Trends and Opportunities 419
24 The Role of Culture in Electronic Word-of-Mouth
Communication 421
Shu-Chuan Chu
25 Immersion in Games Exemplifies Why Digital Media
Create Complex Responses to Ads 427
Mike Schmierbach
26 The Advent of Virtual Direct Experience (VDE)
Research in Video Games: Integrating, Augmenting, and
Informing Brand-Communication Strategies in Digital/
Interactive Media 431
Frank E. Dardis
27 Advertising in Video Games: An Overview and Future
Research Considerations 435
Anthony M. Limperos
28 Easy Loving: Understanding Affect in Social Media 439
Attila Pohlmann and Qimei Chen
29 Considerations for Application of Computational
Social Science Research Approaches to Digital
Advertising Research 446
Jisu Huh
Index 455
|
| any_adam_object | 1 |
| author2 | Rodgers, Shelly 1965- Thorson, Esther |
| author2_role | edt edt |
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| callnumber-subject | HF - Commerce |
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| dewey-full | 659.14/4 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Allgemeines Wirtschaftswissenschaften |
| edition | Third edition |
| format | Book |
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| indexdate | 2024-07-10T07:48:00Z |
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| isbn | 9781138654457 9781138654426 |
| language | English |
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| spelling | Digital advertising theory and research edited by Shelly Rodgers, Esther Thorson Third edition New York ; London Routledge 2017 xxviii, 465 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Internet advertising Online-Werbung (DE-588)7636951-1 gnd rswk-swf Internet (DE-588)4308416-3 gnd rswk-swf Werbewirkung (DE-588)4189647-6 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Social Media (DE-588)4639271-3 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Online-Werbung (DE-588)7636951-1 s Social Media (DE-588)4639271-3 s Werbewirkung (DE-588)4189647-6 s Verbraucherverhalten (DE-588)4062644-1 s DE-604 Internet (DE-588)4308416-3 s 1\p DE-604 Rodgers, Shelly 1965- (DE-588)1058272586 edt Thorson, Esther (DE-588)111925065X edt Erscheint auch als Online-Ausgabe 978-1-315-62325-2 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029663876&sequence=000001&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 | Digital advertising theory and research Internet advertising Online-Werbung (DE-588)7636951-1 gnd Internet (DE-588)4308416-3 gnd Werbewirkung (DE-588)4189647-6 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Social Media (DE-588)4639271-3 gnd |
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| title | Digital advertising theory and research |
| title_auth | Digital advertising theory and research |
| title_exact_search | Digital advertising theory and research |
| title_full | Digital advertising theory and research edited by Shelly Rodgers, Esther Thorson |
| title_fullStr | Digital advertising theory and research edited by Shelly Rodgers, Esther Thorson |
| title_full_unstemmed | Digital advertising theory and research edited by Shelly Rodgers, Esther Thorson |
| title_short | Digital advertising |
| title_sort | digital advertising theory and research |
| title_sub | theory and research |
| topic | Internet advertising Online-Werbung (DE-588)7636951-1 gnd Internet (DE-588)4308416-3 gnd Werbewirkung (DE-588)4189647-6 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Social Media (DE-588)4639271-3 gnd |
| topic_facet | Internet advertising Online-Werbung Internet Werbewirkung Verbraucherverhalten Social Media Aufsatzsammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029663876&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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