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
DOI: 10.4018/978-1-60566-792-8
ISBN13: 9781605667928|ISBN10: 1605667927|EISBN13: 9781605667935
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Description & Coverage
Description:

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.

Coverage:

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
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Editor/Author Biographies
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.
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