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書名 Handbook of research on digital media and advertising [electronic resource] : user generated content consumption / [edited by] Matthew S. Eastin, Terry Daugherty, Neal M. Burns
出版項 Hershey, Pa. : IGI Global (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA), c2010
國際標準書號 9781605667935 (ebook)
1605667935 (ebook)
9781605667928 (hbk.)
1605667927 (hbk.)
book jacket
說明 xxvi, 742 p. : ill. ; 29 cm
附註 Includes bibliographical references
"This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user"--Provided by publisher
Mode of access: World Wide Web
鏈接 (Original) 1605667927 9781605667928 (DLC) 2009053448
主題 Advertising -- Social aspects
Internet marketing -- Social aspects
Consumer behavior
Digital media -- Social aspects
Media regulation
Product placement effectiveness
Media and Web 2.0
Audience engagement
Virtual environments and virtual identities
Marketing in virtual worlds
Digital metrics
Consumer-generated blog advertising
In-game ad placement
Web advertising
Alt Author Eastin, Matthew S
Daugherty, Terry, 1971-
Burns, Neal M., 1933-
IGI Global
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