Digital advertising : theory and research /
edited by Shelly Rodgers, Esther Thorson.
- Third edition
- New York : Routledge, Taylor & Francis Group, 2017.
- xxviii, 465 pages: 24 cm
Includes index
PART I: RESEARCH FOUNDATIONS 1. Revisiting the Interactive Advertising Model after 15 Years: An Analysis of Impact and Implications -- 2. Network Advertising Model -- 3. Trends and Opportunities for Digital Advertising Research: A Content Analysis of Advertising Age, 2000-2015 -- 4. A Systematic Analysis of Interactive Advertising Research through a Paradigm Funnel -- PART II: THEORY BREAKTHROUGHS 5. Digital Advertising Clutter in an Age of Mobile Media -- 6. Using Theory of Interactive Media Effects (TIME) to Analyze Digital Advertising -- 7. Personalization, Perceived Intrusiveness, Irritation, and Avoidance in Digital Advertising -- 8. The Role of Reversal Theory in Digital Advertising -- 9. Advertising (In)attention in the Digital Environment PART III: NEW APPROACHES TO RESEARCH 10. Digital Advertising in a New Age: The Power of (Tele)Presence -- 11. Using Digital Media to Improve Public Health Communication -- 12. Consumers Motivations for Lurking and Posting in Brand Communities on Social Networking Sites -- 13. Assessing the Financial Value of Digital Advertising: An Event Study Approach -- 14. Between an Ad Block and a Hard Place: Advertising Avoidance and the Digital World PART IV: DIGITAL MEDIA RADIATING Voices 15. Who Creates Brand-Related Content, and Why? The Interplay of Consumer Characteristics and Motivations -- 16. Social Media Advertising: Unraveling the Mystery Box -- 17. Digital Advertising and Privacy -- 18. Exploring Player Responses towards In-Game Advertising: The Impact of Interactivity -- 19. New Methods for Measuring Advertising Efficacy -- 20. International Digital Advertising: Lessons from Around the World PART V: EVALUATING DIGITAL Advertising 21. A Review of Internet and Social Network Advertising Formats -- 22. Measuring the Efficiency of Digital Advertising -- 23. Health Advertising in the Digital Age: Future Trends and Challenges PART VI: FUTURE RESEARCH TRENDS AND OPPORTUNITIES 24. The Role of Culture in Electronic Word-of-Mouth Communication -- 25. Immersion in Games Exemplifies Why Digital Media Create Complex Responses to Ads -- 26. The Advent of Virtual Direct Experience (VDE) Research in Video Games: Integrating, Augmenting, and Informing Brand-Communication Strategies in Digital/Interactive Media -- 27. Advertising in Video Games: An Overview and Future Research Considerations -- 28. Easy Loving: Understanding Affect in Social Media -- 29. Considerations for Application of Computational Social Science Research Approaches to Digital Advertising Research
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.