Digital Advertising : Theory and Research (Hardcover, 3 ed)

Part I: Research Foundations 1. Revisiting the Interactive Advertising Model (IAM) after 15 Years: An Analysis of Impact and Implications Shelly Rodgers, Sifan Ouyang, and Esther Thorson 2. Network Advertising Model (NAM) Esther Thorson and Shelly Rodgers 3. Trends and Opportunities for Digital Advertising Research: A Content Analysis of Advertising Age, 2000-2015 Samuel Tham, Shelly Rodgers, and Esther Thorson 4. A Systematic Analysis of Interactive Advertising Research through a Paradigm Funnel Terry Daugherty and Vanja Djuric Part II: Theory Breakthroughs 5. Digital Advertising Clutter in an Age of Mobile Media Louisa Ha 6. Using Theory of Interactive Media Effects (TIME) to Analyze Digital Advertising S. Shyam Sundar, Jinyoung Kim, and Andrew Gambino 7. Personalization, Perceived Intrusiveness, Irritation, and Avoidance in Digital Advertising Mariko Marimoto 8. The Role of Reversal Theory in Digital Advertising Jae Min Jung, Kyeong Sam Min, and Drew Martin 9. Advertising (In)attention in the Digital Environment Brittany R. L. Duff and Yuliya Lutchyn Part III: New Approaches to Research 10. Digital Advertising in a New Age: The Power of (Tele)Presence Matthew Lombard and Jennifer Snyder-Duch 11. Using Digital Media to Improve Public Health Communication Marla B. Royne, Kathrynn Pounders, Marian Levy, and Amy Rebecca Jones 12. Consumers’ Motivations for Lurking and Posting in Brand Communities on Social Networking Sites Marijke De Veriman, Verolien Cauberghe, Liselot Hudders, and Patrick De Pelsmacker 13. Assessing the Financial Value of Digital Advertising: An Event Study Approach Chan Yun Yoo and Tae Hyun Baek 14. Between an Ad Block and a Hard Place: Advertising Avoidance and the Digital World Louise Kelly, Gayle Kerr, and Judy Drennan Part IV: Digital Media ? Radiating Voices 15. Who Creates Brand-Related Content, and Why? The Interplay of Consumer Characteristics and Motivations Daniel G. Muntinga, Marjolein Moorman, Peeter W. J. Verlegh, and Edith G. Smit 16. Social Media Advertising: Unraveling the Mystery Box Saleem Alhabash, Juan Mundel, and Syed Ali Hussain 17. Digital Advertising and Privacy Heather Shoenberger 18. Exploring Player Responses towards In-Game Advertising: The Impact of Interactivity Laura Herrewijn and Karolien Poels 19. New Methods for Measuring Advertising Efficacy Daniel McDuff 20. International Digital Advertising: Lessons from Around the World Charles R. Taylor and John P. Costello Part V: Evaluating Digital Advertising 21. A Review of Internet and Social Network Advertising Formats Francisco Rejon-Guardia and Francisco J. Martinez-Lopez 22. Measuring the Efficiency of Digital Advertising Albena Pergelova and Fernando Angulo-Ruiz 23. Health Advertising in the Digital Age: Future Trends and Challenges Tim K. Mackey and Bryan A. Liang Part VI: Future Research Trends and Opportunities 24. The Role of Culture in Electronic Word-of-Mouth Communication Shu-Chuan Chu 25. Immersion in Games Exemplifies Why Digital Media Create Complex Responses to Ads Mike Schmierbach 26. The Advent of Virtual Direct Experience (VDE) Research in Video Games: Integrating, Augmenting, and Informing Brand-Communication Strategies in Digital/Interactive Media Frank E. Dardis 27. Advertising in Video Games: An Overview and Future Research Considerations Anthony M. Limperos 28. Easy Loving: Understanding Affect in Social Media Attila Pohlmann and Qimei Chen 29. Considerations for Application of Computational Social Science Research Approaches to Digital Advertising Research Jisu Huh