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 (University of Texas at Austin, USA), Terry Daugherty (The University of Akron, USA) and Neal M. Burns (University of Texas, Austin, USA)
Indexed In: SCOPUS View 1 More Indices
Release Date: July, 2010|Copyright: © 2011 |Pages: 768
ISBN13: 9781605667928|ISBN10: 1605667927|EISBN13: 9781605667935|DOI: 10.4018/978-1-60566-792-8


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.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Audience Engagement
  • Consumer-generated blog advertising
  • Digital Metrics
  • In-game ad placement
  • Marketing in virtual worlds
  • Media and Web 2.0
  • Media Regulation
  • Product placement effectiveness
  • Virtual environments and virtual identities
  • Web advertising

Table of Contents and List of Contributors

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When first thinking of putting together a compilation of writings on a particular topic, those that have such a notion believe they will give meaning to a paradigm, influence a research area, or at a minimum shed light exploring a critical phenomenon.Ultimately, the editors and authors hope that the exchange for the reader - in return for thoughtful consideration of and time invested with the material put before them - will be a level of understanding and newly acquired insight.Such was the thinking of the editors of this volume even though we knew that time would not be friendly to our efforts.The combination of advertising practice, available technology and media use has produced shifts in commercial and social communication that have become culturally defining.This volume provides both the baseline for such changes and the predictors of what comes next.In many ways the speed and the changes that have occurred during the compilation, editing and publication of this volume reflect Moore’s Law and perhaps even surpassing the exponential levels of change implicit in his prophecy.

Throughout the book, authors integrate their beliefs and research findings by examining some of the most critical areas of interest within digital media.For example, the relationship between metrics and advertising theory, as well as conventional measurements of effectiveness, are presented early and remain an important element throughout the text.Further, chapters dealing with gaming and virtual realities stimulate provocative examination of consumer engagement and its relationship with individual characteristics.Likewise, the transformation of consumer preference from professionally created content and delivery to the consumption of user-generated content is fully explored.Certainly the prevalence of research illustrating how consumers respond to convenience, choice and control throughout several chapters reflects how significantly the mass media have transformed in recent years.Finally, social networks and the digital manifestations of word-of-mouth via blogs and wikis represent excellent examples of the strength of web-related efforts for stimulating consumer behavior.These digital experiences do not occur for consumers simply from being talked to by advertisers; rather they reflect a far more active – at times aggressive – level of communication.

The editors believe this book represents a wonderful cross-section of current research and understanding of digital media through contemporary communication.The metrics and theory throughout are well presented and reflect the multidisciplinary nature of digital media by connecting such industries as business, sports, politics, gaming and economics.Advertising within the realm of digital media goes well beyond simply identifying how much or how often a commercial message is delivered, but instead seeks to embrace consumer awareness, behavior and commercial impact that is unarguably attributed to mediated communication.

The time between submission of an edited manuscript and publication have seen – as mentioned earlier – new and significant additions to the complexity of digital media and advertising.Nevertheless, the material assembled here remains seminal in almost all respects and ahead of development in many others.The predictions for what is to come next in this age of digital media are clearly articulated in virtually every chapter and the breadth represented is unequalled. We hope you enjoy the read.

Author(s)/Editor(s) Biography

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.
Terry Daugherty (Ph.D., Michigan State University) is a Research Fellow for the Suarez Applied Marketing Research Laboratory and Taylor Institute for Direct Marketing, as well as an Assistant Professor in the Department of Marketing, at The University of Akron. His research focuses on exploring strategic, social, and technological issues within consumer psychology involving the mass media. Terry’s research has appeared in the Journal of Consumer Psychology, Journal of Advertising, Psychology & Marketing, Journal of Interactive Marketing, Journal of Computer-Mediated Communication, International Journal of Electronic Marketing & Retailing, International Journal of Internet Marketing & Advertising, Journal of Interactive Advertising, and American Journal of Business, among numerous others. Prior to joining UA, Terry worked in the media industry as well as conducted research at the M.I.N.D. Lab at Michigan State University, eLab in the Owen Graduate School of Management at Vanderbilt University, and was the Director of the Media Research Lab in the Department of Advertising at The University of Texas.
Neal Burns (PhD) was senior partner and director of research and account planning at Carmichael Lynch Advertising from 1985 – when Carmichael Lynch and The Burns Group combined their resources to become one of the strongest and highly respected agencies in the country – until 1997 when The InterPublic Group acquired the Agency and he joined the faculty at The University of Texas at Austin. Neal was also an adjunct faculty member at the University of Minnesota teaching classes in consumer behavior and advertising, high technology marketing and ethics. Earlier in his career Burns served as associate executive director for the Higher Education Coordinating Board in Minnesota; director of marketing for the Systems & Research Division of Honeywell Inc.; and head of the Environmental Stress Branch of the US Navy's Air Crew Equipment Laboratory working with the Project Mercury Team. Burns has published more than75 rather arcane articles and papers and his work had been honored with dozens of advertising awards. At the University of Texas at Austin, Dr. Burns is the founder and director of the Advertising Department's account planning program. He has served as director of the Center for Brand Research since 2002. He is also a member of the Faculty Council and the Latino Media Studies Committee. Professor Burns is chairing the conference "AdWakening: The 21st Century Agency" that will be held on this April 24th at the AT&T Executive Education Conference Center.