Handbook of Research on Digital Media and Advertising User Generated Content Consumption First Edition by Matthew S Eastin ISBN 1605667927 9781605667928
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Product details:
ISBN 10: 1605667927
ISBN 13: 9781605667928
Author: Matthew S. Eastin
Media professionals today are facing numerous changes within mass media that will continue to impact the creation and delivery of persuasive messages.
The Handbook of Research on Digital Media and Advertising: User Generated Content Consumption bridges the gap between professional and academic perceptions of advertising in new media environments through defining the evolution of consumerism within the context of media change. Containing findings from international experts, this Handbook of Research provides coverage of practical issues related to consumer power shifts, economic issues related to media exposure, and definitions to understand the dynamics involved with consumerism.
Table of contents:
Chapter 1: An Overview of Digital Media and Advertising
Chapter 2: Media Evolution and the Advent of Web 2.0
Chapter 3: Economic Issues in Media Regulation – An EU and US Perspective
Chapter 4: Advertising in Virtual Worlds – Facilitating a Hierarchy of Engagement
Chapter 5: The Influence of Immersion on Product Placement Effectiveness
Chapter 6: Evolving Media Metrics – From Assumed Attention to Earned Engagement
Chapter 7: Expectancy-Value and Consuming User-Generated Content
Chapter 8: Race-Specific Advertising on Commercial Websites
Chapter 9: Social Impact of Digital Media and Advertising – Consumer Control
Chapter 10: Consumer Reviews on Retail Websites
Chapter 11: Electronic Word of Mouth and Consumer Generated Content
Chapter 12: Second Life and the Avatar-Based Shopping Experience
Chapter 13: Consumer Generated Advertising in Blogs
Chapter 14: Motivations for Social Networking Site Adoption
Chapter 15: Creative Strategies for Digital Components of Integrated Campaigns
Chapter 16: Audience Engagement – Point of Involvement, Purchase and Consumption
Chapter 17: Digital Metrics – Getting to the Other 50 Percent
Chapter 18: Virtual Identities from Virtual Environments
Chapter 19: The Digitalisation of Youth
Chapter 20: Consumption and Marketing in a 3D Virtual Space – The Second Life Experience
Chapter 21: Teaching Taboo Topics Through Technology
Chapter 22: Advertising – It’s in the Game
Chapter 23: Online Gaming – Demographics, Motivations, and Information Processing
Chapter 24: In-Game Ad Placement and the Video Game Industry
Chapter 25: Digital Media and Sports Advertising
Chapter 26: Virtual Advertising in Sports
Chapter 27: Spokesavatars and Source Effects in Immersive Digital Environments
Chapter 28: Sounds of Web Advertising
Chapter 29: Alternative Online Videos in the 2008 U.S. Presidential Election
Chapter 30: Political Advertising in the Digital Age
Chapter 31: Making Personalization Feel More Personal
Chapter 32: Engagement through User-Generated Advertising Contests
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Tags: Matthew S Eastin, Handbook, Research, Digital Media, Advertising, User Generated Content, Consumption