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TitleDigital advertising : theory and research
Author edited by Shelly Rodgers, Esther Thorson
ImprintNew York : Routledge, Taylor & Francis Group, 2017
Edition Third edition
Descript xxviii, 465 pages ; 24 cm


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

Internet advertising Electronic commerce

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