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Handbook of Research on Effective Advertising Strategies in the Social Media Age

Book Description

Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising agents are creating new strategies that best suit changing consumer relationships. The Handbook of Research on Effective Advertising Strategies in the Social Media Age focuses on the radically evolving field of advertising within the new media environment. Covering new strategies, structural transformation of media, and changing advertising ethics, this book is a timely publication for policymakers, government officials, academicians, researchers, and school practitioners interested in furthering their research exposure and analyzing the rapidly evolving advertising sector and its reflection on social media.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
    1. Mission
    2. Coverage
  5. Editorial Advisory Board
  6. Preface
    1. OBJECTIVE OF THE BOOK
  7. Acknowledgment
  8. Section 1: New Media Channels, Advertising Production, and Media Planning Strategies in the Social Media Age
    1. Chapter 1: A Model for Mind-Device Dialectic and the Future of Advertising in the Social Media Age
      1. ABSTRACT
      2. INTRODUCTION
      3. KNOWLEDGE AND THE DIALECTICS OF THE HUMAN MIND
      4. THE CHARACTERISTICS OF MASS COMMUNICATION DEVICES
      5. MIND-DEVICE DIALECTIC AND FORMS OF MASS COMMUNICATIONAL INTERACTION
      6. MODEL
      7. THE IMPACT OF DIGITAL MEDIA, AUGMENTED REALITY AND DIGITAL RHETORIC IN THE PROCESS OF KNOWLEDGE BUILDING
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
      12. ENDNOTES
    2. Chapter 2: Gamification and Social Media as Tools for Tourism Promotion
      1. ABSTRACT
      2. INTRODUCTION
      3. GAME-DESIGN THINKING: SHORT INTRODUCTION TO GAMIFICATION
      4. FUTURE RESEARCH DIRECTIONS
      5. CONCLUSION
      6. REFERENCES
      7. ADDITIONAL READING
      8. KEY TERMS AND DEFINITIONS
    3. Chapter 3: Social Media as an Advertisement Tool
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. BORN IN INTERNET PLATFORM: SOCIAL MEDIA
      5. SOCIAL MEDIA ADVERTISING STRATEGIES
      6. ADAPTING EXPERIENTIAL STRATEGIES ON SOCIAL MEDIA ADVERTISEMENTS
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
    4. Chapter 4: Advertising in Games
      1. ABSTRACT
      2. INTRODUCTION
      3. ONLINE GAMES, ONLINE GAME TYPES AND ONLINE GAMERS
      4. ADVERGAMING
      5. TYPES OF ADVERGAMES
      6. ADVANTAGES OF ADVERGAMES
      7. METHODOLOGY
      8. EXAMPLES FROM THE TOURISM INDUSTRY
      9. SWOT ANALYSIS OF ADVERGAMING APPLICATIONS IN THE TOURISM INDUSTRY
      10. CONCLUSION AND SUGGESTIONS
      11. REFERENCES
      12. KEY TERMS AND DEFINITIONS
    5. Chapter 5: The Organizational Structure of Advertising Agencies and New Directions
      1. ABSTRACT
      2. INTRODUCTION
      3. A SHORT VIEW ON THE FUNCTIONS OF ADVERTISING AGENCIES, AGENCY TYPES AND STRUCTURES
      4. NEW MEDIA CONCEPT, DEVELOPMENT OF DIGITAL UNDERSTANDING AND SOCIAL REFLECTIONS
      5. NEW FORMATIONS IN NEW MEDIA: UNDERSTANDING DIGITAL ADVERTISEMENTS, MOBILE ADVERTISEMENTS AND THE CONCEPT OF CITIZEN JOURNALISM
      6. NEW TENDENCIES IN AGENCY ORGANIZATIONS IN THE ERA OF SOCIAL MEDIA
      7. CONCLUSION AND EVALUATIONS
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    6. Chapter 6: On-Line Media Planning and On-Line Media Common Measurement Currencies
      1. ABSTRACT
      2. INTRODUCTION
      3. ON-LINE MEDIA PLANNING
      4. FOUR DIMENSIONS OF ON-LINE MEDIA PLANNING
      5. REACH AND FREQUENCY VS. ENGAGEMENT RATE
      6. ON-LINE GROSS RATING POINTS DEBATE
      7. CONCLUSION AND RECOMMENDATIONS
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
      10. APPENDIX: LIST OF ABBREVIATIONS
    7. Chapter 7: Augmented Reality Advertisements in Tourism Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. AUGMENTED REALITY
      4. AUGMENTED REALITY ADVERTISEMENTS
      5. AUGMENTED REALITY ADVERTISEMENT CASE STUDIES IN TOURISM
      6. CONCLUSION AND SUGGESTIONS
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
      9. ENDNOTES
  9. Section 2: Marketing Communication Strategies in Social Media
    1. Chapter 8: The Strategic Planning Process of Social Media Advertising in the Context of Integrated Marketing Communication
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN STEPS OF STRATEGIC PLANNING
      5. STRATEGIC ADVERTISING PLANNING
      6. STRATEGIC PLANNING PROCESS OF SOCIAL MEDIA ADVERTISING
      7. SOCIAL MEDIA PLATFORMS FOR ADVERTISING
      8. FUTURE RESEARCH DIRECTIONS
      9. CONCLUSION
      10. REFERENCES
      11. ADDITIONAL READING
      12. KEY TERMS AND DEFINITIONS
    2. Chapter 9: Advertising in the World of Social Media-Based Brand Communities
      1. ABSTRACT
      2. INTRODUCTION
      3. WHAT IS A BRAND COMMUNITY?
      4. SOCIAL MEDIA BASED BRAND COMMUNITIES AS ADVERTISING CHANNELS
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    3. Chapter 10: The Role of Social Media in International Advertising
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. THE ROLE OF SOCIAL MEDIA IN INTERNATIONAL ADVERTISING
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    4. Chapter 11: Corporate Advertising at the Age of Social Media
      1. ABSTRACT
      2. INTRODUCTION
      3. 1. THE TERM OF CORPORATE ADVERTISING
      4. 2. SOCIAL MEDIA
      5. 3. SOCIAL MEDIA AND CORPORATE ADVERTISING
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    5. Chapter 12: Identity Is What We Sell
      1. ABSTRACT
      2. INTRODUCTION: IDENTITY
      3. AGE AND OTHER IDENTITY MARKERS
      4. ADVERTISEMENTS AND THE CREATION OF NEW SUBJECTS
      5. FUTURE RESEARCH DIRECTIONS: THE VISUAL WORLD OF MASS MEDIA
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
      10. ENDNOTES
    6. Chapter 13: Effective, Privacy-First Display Advertising
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. CORE ARCHITECTURE FOR ONLINE DISPLAY ADVERTISING
      5. DISPLAY ADVERTISING IN ONLINE SOCIAL MEDIA
      6. FUTURE RESEARCH DIRECTION: AMBIENT SOCIAL NETWORKS
      7. CONCLUSION
      8. ACKNOWLEDGMENT
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
    7. Chapter 14: The Role of the Mass Media on Shaping the Public Opinion about the Enlargement of the European Union
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. PUBLIC OPINION ABOUT THE ENLARGEMENT OF THE EUROPEAN UNION
      5. THE ROLE OF THE MASS MEDIA ON SHAPING THE PUBLIC OPINION ABOUT THE ENLARGEMENT OF THE EUROPEAN UNION
      6. CONCLUSION
      7. FUTURE RESEARCH DIRECTIONS
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    8. Chapter 15: Turkish Healthcare Industry Promotional Practices and Digital Era
      1. ABSTRACT
      2. INTRODUCTION
      3. HISTORY OF TURKISH HEALTHCARE INDUSTRY PROMOTIONAL PRACTICES
      4. IMPORTANCE OF CRISIS MANAGEMENT IN PHARMACEUTICAL INDUSTRY
      5. DEVELOPMENTS OF PR IN TURKISH HEALTHCARE INDUSTRY FROM 1990S TILL TODAY
      6. INGREDIENTS OF A NEW REPUTATION FORMULA
      7. DIGITAL COMMUNICATION IN HEALTH
      8. CONCLUSION AND RECOMMENDATIONS
      9. ACKNOWLEDGMENT
      10. REFERENCES
      11. KEY TERMS AND DEFINITIONS
      12. APPENDIX: ABBREVIATIONS
  10. Section 3: Social Media Uses, Advertising Discourses, Their Social Impacts, and Ethics
    1. Chapter 16: The Influence of Perceived Interactivity of Social Media Advertising and Voluntary Self-Disclosure on Attitudes and Intentions to Pass-Along
      1. ABSTRACT
      2. INTRODUCTION
      3. CONCEPTUAL FRAMEWORK AND HYPOTHESES
      4. METHOD
      5. RESULTS
      6. DISCUSSION
      7. LIMITATIONS AND FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
    2. Chapter 17: Employing a Mixed Method to Explore Mobile Social Media Users' Big Data Privacy Concerns
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. SOLUTIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    3. Chapter 18: Advertising Ethics in the Social Media Age
      1. ABSTRACT
      2. INTRODUCTION
      3. CONCEPTUAL FRAMEWORK
      4. ETHICAL CONCERNS IN MARKETING
      5. ADVERTISING ETHICS AND SOCIAL MEDIA
      6. APPROACHES TO ETHICAL DECISION-MAKING IN MARKETING
      7. GUIDELINES TO HELP ETHICAL DECISION-MAKING: PROFESSIONAL AND CORPORATE CODES OF ETHICS
      8. CONCLUSION
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
    4. Chapter 19: Dynamic Narrative Alignment
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. COMMUNITY MANAGEMENT USING DYNAMIC NARRATIVE ALIGNMENT
      5. CASE STUDIES
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
      11. ENDNOTES
    5. Chapter 20: Subliminal Advertising and its Ethical Dimensions in the Social Media Age
      1. ABSTRACT
      2. INTRODUCTION
      3. SUBLIMINAL STIMULI AND SUBLIMINAL PERCEPTION
      4. A BRIEF HISTORY OF THE FIRST SUBLIMINAL ADVERTISING
      5. SUBLIMINAL ADVERTISING
      6. THE METHODS OF SUBLIMINAL PERSUASION
      7. THE EFFECT OF SUBLIMINAL ADVERTISING ON CONSUMER BEHAVIOR: INDEED, THE QUESTION IS “WILL THEY BUY IT?”
      8. THE UNETHICAL ISSUES OF SUBLIMINAL ADVERTISING
      9. ETHICAL PRINCIPLES OF SUBLIMINAL ADVERTISING
      10. FUTURE RESEARCH DIRECTIONS
      11. CONCLUSION
      12. REFERENCES
      13. KEY TERMS AND DEFINITIONS
    6. Chapter 21: Digital Advertising Practices and its Impacts on Students
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    7. Chapter 22: The Use of Myths as an Advertisement Strategy at the Age of Social Media
      1. ABSTRACT
      2. INTRODUCTION
      3. FRAMEWORK OF ICONOGRAPHIC ANALYSIS
      4. USE OF MYTHS IN ADVERTISING
      5. SAMPLE ANALYSIS
      6. CONCLUSION
      7. FUTURE RESEARCH DIRECTIONS
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    8. Chapter 23: Does Social Media Marketing Improve Business Performance?
      1. ABSTRACT
      2. INTRODUCTION
      3. WHAT IS SOCIAL MEDIA?
      4. CONCEPTUAL FRAMEWORK
      5. BUSINESS PERFORMANCE AND SOCIAL MEDIA
      6. IMPACT OF SOCIAL MEDIA MARKETING ON BUSINESS PERFORMANCE: REVIEW OF THE EVIDENCE
      7. CONCLUSION: MANAGERIAL AND RESEARCH IMPLICATIONS FOR EFFECTIVE ADVERTISING STRATEGIES IN THE SOCIAL MEDIA AGE
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
      10. ENDNOTES
  11. Compilation of References
  12. About the Contributors