theory and research Rodgers, Shelly; Thorson, Esther text xx New York Routledge, Taylor & Francis Group 2017 Third edition monographic und

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xxviii, 465 pages: 24 cm 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. 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 edited by Shelly Rodgers, Esther Thorson. Includes index in English Internet advertising 659.144 D56 2017 9781138654457 251212 20260803094220.0