Digital Advertising: Theory and Research

ISBN-13: 9781138654457 / Angielski / Miękka / 2017 / 466 str.

Shelly Rodgers; Esther Thorson

Opis

Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Spis treści

Part I: Research Foundations  1. Revisiting the Interactive Advertising Model (IAM) after 15 Years: An Analysis of Impact and Implications Shelly Rodgers, Sifan Ouyang, and Esther Thorson  2. Network Advertising Model (NAM) Esther Thorson and Shelly Rodgers  3. Trends and Opportunities for Digital Advertising Research: A Content Analysis of Advertising Age, 2000-2015 Samuel Tham, Shelly Rodgers, and Esther Thorson  4. A Systematic Analysis of Interactive Advertising Research through a Paradigm Funnel Terry Daugherty and Vanja Djuric  Part II: Theory Breakthroughs  5. Digital Advertising Clutter in an Age of Mobile Media Louisa Ha  6. Using Theory of Interactive Media Effects (TIME) to Analyze Digital Advertising S. Shyam Sundar, Jinyoung Kim, and Andrew Gambino  7. Personalization, Perceived Intrusiveness, Irritation, and Avoidance in Digital Advertising Mariko Marimoto  8. The Role of Reversal Theory in Digital Advertising Jae Min Jung, Kyeong Sam Min, and Drew Martin  9. Advertising (In)attention in the Digital Environment Brittany R. L. Duff and Yuliya Lutchyn  Part III: New Approaches to Research  10. Digital Advertising in a New Age: The Power of (Tele)Presence Matthew Lombard and Jennifer Snyder-Duch  11. Using Digital Media to Improve Public Health Communication Marla B. Royne, Kathrynn Pounders, Marian Levy, and Amy Rebecca Jones  12. Consumers’ Motivations for Lurking and Posting in Brand Communities on Social Networking Sites Marijke De Veriman, Verolien Cauberghe, Liselot Hudders, and Patrick De Pelsmacker  13. Assessing the Financial Value of Digital Advertising: An Event Study Approach Chan Yun Yoo and Tae Hyun Baek  14. Between an Ad Block and a Hard Place: Advertising Avoidance and the Digital World Louise Kelly, Gayle Kerr, and Judy Drennan  Part IV: Digital Media – Radiating Voices  15. Who Creates Brand-Related Content, and Why? The Interplay of Consumer Characteristics and Motivations Daniël G. Muntinga, Marjolein Moorman, Peeter W. J. Verlegh, and Edith G. Smit  16. Social Media Advertising: Unraveling the Mystery Box Saleem Alhabash, Juan Mundel, and Syed Ali Hussain  17. Digital Advertising and Privacy Heather Shoenberger  18. Exploring Player Responses towards In-Game Advertising: The Impact of Interactivity Laura Herrewijn and Karolien Poels  19. New Methods for Measuring Advertising Efficacy Daniel McDuff  20. International Digital Advertising: Lessons from Around the World Charles R. Taylor and John P. Costello  Part V: Evaluating Digital Advertising  21. A Review of Internet and Social Network Advertising Formats Francisco Rejón-Guardia and Francisco J. Martínez-López  22. Measuring the Efficiency of Digital Advertising Albena Pergelova and Fernando Angulo-Ruiz  23. Health Advertising in the Digital Age: Future Trends and Challenges Tim K. Mackey and Bryan A. Liang  Part VI: Future Research Trends and Opportunities  24. The Role of Culture in Electronic Word-of-Mouth Communication Shu-Chuan Chu  25. Immersion in Games Exemplifies Why Digital Media Create Complex Responses to Ads 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 Frank E. Dardis  27. Advertising in Video Games: An Overview and Future Research Considerations Anthony M. Limperos  28. Easy Loving: Understanding Affect in Social Media Attila Pohlmann and Qimei Chen  29. Considerations for Application of Computational Social Science Research Approaches to Digital Advertising Research Jisu Huh