Matthew S. Eastin

Matthew S. Eastin (Ph.D., Michigan State University) is an Associate Professor in the Department of Advertising and Co-Director of the Media Research Lab at the University of Texas at Austin. Dr. Eastin’s research focuses on new media behavior and has appeared in the Journal of Communication, Communication Research, Human Communication Research, Journal of Broadcasting & Electronic Media, CyberPsychology & Behavior, Journal of Computer-Mediated Communication, Computers in Human Behavior and is Co-Editor of the forthcoming Handbook of Research on Digital Media and Advertising.


Handbook of Research on Digital Media and Advertising: User Generated Content Consumption
Matthew S. Eastin, Terry Daugherty, Neal M. Burns. © 2011. 768 pages.
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...
Expectancy-Value: Identifying Relationships Associated with Consuming User-Generated Content
Terry Daugherty, Matthew S. Eastin, Laura F. Bright, Shu-Chuan Chu. © 2011. 15 pages.
Consumers today have more control over media consumption than ever before, with interactive media helping to transform the industry away from a traditional publisher-centric...
An Opportunity for In-Game Ad Placement: The History of the Video Game Industry Interpreted Through the Meaning Lifecycle
Heather M. Schulz, Matthew S. Eastin. © 2011. 11 pages.
It is argued here that the potential connections video game advertisers can build with consumers makes this new medium a strong force in the digital media world. A meaning-based...
Impact of Internet Self-Efficacy on E-Service Brands
Terry Daugherty, Harsha Gangadharbatla, Matthew S. Eastin. © 2009. 17 pages.
As the Internet expands to include individual applications such as banking, shopping, information gathering, and so on, brand managers and marketers have turned to the Internet...
eCRM: Understanding Internet Confidence and the Implications for Customer Relationship Management
Terry Daugherty, Matthew Eastin, Harsha Gangadharbatla. © 2005. 17 pages.
As we enter the 21st century many firms implementing Customer Relationship Management strategies have turned to the Internet as a primary means for collecting consumer data....