Kenneth C. C. Yang

New communication technologies have enabled politicians to interact and engage with their constituents constantly and unmitigated by mainstream media. Among them, emerging live...

Gamification has been widely used in the higher education to enhance users' learning experiences through the integration of game-like elements into the course materials. This...

Taiwan's Sunflower Student Movement on March 18, 2014 has been characterized as a social movement with its sophisticated integration of social and mobile media into...

The rapid rise of China as an economic and geo-political superpower has been accompanied with its environmental causalities. According to World Health Organization, more than one...

Social media have been claimed to homogenize human and consumer behaviors around the world – in other words, to make people think, feel, and act alike regardless of national...

The University of Texas at El Paso has launched the TeachTech Program to help its instructors to learn and implement the applications of new instructional technologies in the...

Social media have been claimed to homogenize human and consumer behaviors around the world – in other words, to make people think, feel, and act alike regardless of national...

The advent of mobile communication devices has become an essential part of contemporary human experiences. However, what are consumers' experiences with their mobile devices...

Because of its popularity and rapid growth, Facebook has become a viable advertising medium for corporations to communicate with their consumers. The experiences of Facebook...

This chapter investigated cross-national consumer behaviors in adopting mobile social media among U.S. and Mexican samples. Using a combination of Extended Technology Acceptance...

Gamification has been widely used in the higher education to enhance users' learning experiences through the integration of game-like elements into the course materials. This...

The global AR, MR, and VR markets will reach USD$40.6 billion in 2019. As a result, digital reality technologies have become a key component of promoting art exhibition and...

Because of its popularity and rapid growth, Facebook has become a viable advertising medium for corporations to communicate with their consumers. The experiences of Facebook...

Thanks to the rapid development of asynchronous and synchronous instructional technologies (such as Blackboard and Moodle), many college instructors have flipped their classrooms...

Taiwan's Sunflower Student Movement on March 18, 2014 has been characterized as a social movement with its sophisticated integration of social and mobile media into...

Creative culture industry refers to industries that combine the creation, distribution, production, and commercialization of creative contents in advertising, design, film &...

Western scholars have previously predicted Weibo and social media will provide Chinese netizens with an opportunity to foster its nascent civil society. However, the growing...

This Preface is included in the book Cases on Immersive Virtual Reality Techniques.

The rapid rise of China as an economic and geo-political superpower has been accompanied with its environmental causalities. According to World Health Organization, more than one...

For advertisers, search engine advertising represents an attractive opportunity to selectively reach the target group at a point in time when the prospects are already...

Weibo provides an alternative channel for many Chinese citizens to obtain non-censored news contents and share their opinions on public affairs. In this book chapter, the authors...

Digital reality technologies have become a global phenomenon that attracts huge attention from researchers and practitioners around the world. ResearchandMarkets.com predicts...

This chapter deals with emerging augmented, mixed, and virtual reality platforms and their applications in cause-related marketing (CRM) campaigns. This chapter provides...

Narrative advertising has emerged as a popular advertising practice to communicate an authentic and engaging brand story. New media platforms such as YouTube and video...

In today’s multi-platform ecosystem, marketers rely on advertisements that can be accessed across multiple digital platforms to enhance audience engagement and outreach....

Multi-platform advertising has become a global phenomenon. It is also widely known as cross-device, cross-media, cross-platform, cross-touchpoints, and cross-channel advertising....

This chapter investigated cross-national consumer behaviors in adopting mobile social media among U.S. and Mexican samples. Using a combination of Extended Technology Acceptance...

For advertisers, search engine advertising represents an attractive opportunity to selectively reach the target group at a point in time when the prospects are already...

The rapid development of multi-platform advertising has created a lot of unforeseeable challenges and opportunities for both traditional and new advertising and marketing...

U.S. Hispanic purchasing power is estimated to reach $1.5 trillion by 2015. Because of this growing importance, there has been a surge of Hispanic consumer behavior research in...

On March 18, 2014, a group of student protestors raided and occupied the Legislative Yuan and later the Executive Yuan in Taiwan. The student-led movement lasted for about 3...

Accompanied China's stellar economic developments in past decades, over-population has worsened the negative impacts of rapid industrialization and urbanization upon...

The digital game industry has contributed disproportionally to the overall U.S. economy and GDP in spite of recent economic recession. The rapid ascent of MMORPGs as an...

U.S. Hispanic purchasing power is estimated to reach $1.5 trillion by 2015. Because of this growing importance, there has been a surge of Hispanic consumer behavior research in...

Prior studies on the use of social media by public relations professionals are often descriptive and did not apply communication theories to fully evaluate the richness of this...

Weibo provides an alternative channel for many Chinese citizens to obtain non-censored news contents and share their opinions on public affairs. In this book chapter, the authors...