Handbook of Research on Digital Media and Advertising: User Generated Content Consumption
Matthew S. Eastin, Terry Daugherty, Neal M. Burns
IGI Global Snippet, 2011 - Business & Economics - 742 pages
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.
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activities advergames agent attitude audience avatars behavior blogs brand brand personality broadcast campaign chapter cognitive commercial communication companies concept consumer reviews consumption create creative cultural customers digital media effects electronic engagement ESPN evaluations eWOM example experience exposure Facebook grassroots HIV/AIDS IGI Global impact important in-game advertising in-world individuals industry influence integrated Internet Journal ofAdvertising marketing mass media measures ment messages metrics MMORPGs mobile motivations MySpace Obama online games participants persuasion play players podcasts political positive potential presented product placement programs Psychology purchase relationship relevant retail websites role SNSs social networking sound specific sponsor sponsorship strategy sumer taboo target television theory tion traditional media types understanding University user-generated user-generated content users video games viewers virtual environments virtual worlds YouTube