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Handbook of Research on Digital Media and Advertising: User Generated Content Consumption

Handbook of Research on Digital Media and Advertising: User Generated Content Consumption

Matthew S. Eastin, Terry Daugherty, Neal M. Burns
Copyright: © 2011 |Pages: 768
ISBN13: 9781605667928|ISBN10: 1605667927|EISBN13: 9781605667935
DOI: 10.4018/978-1-60566-792-8
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MLA

Eastin, Matthew S., et al., editors. Handbook of Research on Digital Media and Advertising: User Generated Content Consumption. IGI Global, 2011. https://doi.org/10.4018/978-1-60566-792-8

APA

Eastin, M. S., Daugherty, T., & Burns, N. M. (Eds.). (2011). Handbook of Research on Digital Media and Advertising: User Generated Content Consumption. IGI Global. https://doi.org/10.4018/978-1-60566-792-8

Chicago

Eastin, Matthew S., Terry Daugherty, and Neal M. Burns, eds. Handbook of Research on Digital Media and Advertising: User Generated Content Consumption. Hershey, PA: IGI Global, 2011. https://doi.org/10.4018/978-1-60566-792-8

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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

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Front Materials
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Title Page
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Copyright Page
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List of Reviewers
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Preface
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Chapters
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Chapter 1
Digital  (pages 28-28)
Digital
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Chapter 2
Consumer Generated Content
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Chapter 3
Digital Engagement and New Metrics
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Advertising Tactics in Gaming, Sports and Politics
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Back Materials
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Compilation of References
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About the Contributors
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Index
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