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Handbook of Research on Digital Media and Advertising:   User Generated Content Consumption

Book Description

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.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Editorial Advisory Board and List of Reviewers
    1. List of Reviewers
  5. Preface
  6. Section 1: Digital: Shaping a Perspective
    1. Chapter 1: An Overview of Digital Media and Advertising
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. COMMERCE
      5. FACILITATION OF eCOMMERCE IN A DIGITAL ENVIRONMENT
      6. WEBSITE CONTENT
      7. DRIVING TRAFFIC TO A WEBSITE
      8. DIGITAL ADVERTISING
      9. MEASURING DIGITAL ADVERTISING AND MEDIA
      10. CONCLUSION
    2. Chapter 2: Media Evolution and the Advent of Web 2.0
      1. ABSTRACT
      2. INTRODUCTION
      3. MEDIA EVOLUTION
      4. CUSTOMIZATION IN WEB 2.0 ENVIRONMENTS
      5. THE PSYCHOLOGY OF CONSUMER CHOICE IN WEB 2.0 ENVIRONMENTS
      6. CONSUMERS’ DESIRE FOR CONTROL IN THE WEB 2.0 WORLD
      7. INFORMATION OVERLOAD IN ONLINE ENVIRONMENTS
      8. MEDIA ENJOYMENT AND WEB 2.0
      9. ATTITUDES AND BEHAVIOR IN WEB 2.0 ENVIRONMENTS
      10. CONCLUSION AND IMPLICATIONS FOR FUTURE RESEARCH
    3. Chapter 3: Economic Issues in Media Regulation
      1. ABSTRACT
      2. INTRODUCTION
      3. THE CHANGING FACE OF MEDIA
      4. ECONOMIC THOERY AND THE ROLE OF REGULATION
      5. MEDIA REGULATION IN EUROPE
      6. MEDIA REGULATION IN UNITED STATES
      7. CHALLENGES FOR POLICY MAKERS AND REGULATORS
    4. Chapter 4: Advertising in Virtual Worlds
      1. ABSTRACT
      2. INTRODUCTION
      3. HISTORICAL PROGRESSION OF VIRTUAL WORLDS
      4. TYPOLOGY OF VIRTUAL WORLDS
      5. STRATEGIC CONSIDERATIONS: HIERARCHY OF ENGAGEMENT
      6. TACTICAL CONSIDERATIONS: COMMUNICATION CAMPAIGN ELEMENTS
      7. CONCLUSIONS
      8. Appendix 1
      9. Appendix 2.
      10. Appendix 3
    5. Chapter 5: The Influence of Immersion on Product Placement Effectiveness
      1. ABSTRACT
      2. INTRODUCTION
      3. PRODUCT PLACEMENT IN TRADITIONAL MEDIA
      4. PRODUCT PLACEMENTS IN DIGITAL MEDIA
      5. FACTORS THAT DETERMINE THE CONSEQUENCE OF PRODUCT PLACEMENTS
      6. CONCEPTUAL MODEL OF PRODUCT PLACEMENT EFFECTIVENESS: TRADITIONAL VERSUS DIGITAL MEDIA
    6. Chapter 6: Evolving Media Metrics from Assumed Attention to Earned Engagement
      1. ABSTRACT
      2. INTRODUCTION
      3. EVOLVING MEDIA USE AS CONTEXT
      4. FIELD EXPERIENCES AND INNOVATIONS IN NEW METRICS
      5. ENGAGEMENT AND PERSUASION IN ADVERTISING
      6. RESEARCH COLLABORATION NEEDED AMONG ADVERTISERS, CHANNEL DEVELOPERS AND ACADEMICS
      7. SUMMARY AND CONCLUSION
    7. Chapter 7: Expectancy-Value
      1. ABSTRACT
      2. INTRODUCTION
      3. MEDIA EVOLUTION AND CONSUMER CONTROL
      4. SOCIAL COGNITIVE THEORY
      5. PRIMARY RESEARCH
      6. CONCLUSION AND FUTURE IMPLICATIONS
    8. Chapter 8: Race-Specific Advertising on Commercial Websites
      1. ABSTRACT
      2. METHOD
      3. RESULTS
      4. DISCUSSION
    9. Chapter 9: Social Impact of Digital Media and Advertising
      1. ABSTRACT
      2. THE INTRODUCTION: SETTING THE STAGE
      3. THE HISTORIC CONDITION: POWER STRUCTURES, MEDIA, AND THE INACTIVE AUDIENCE
      4. THE CURRENT RESPONSE: POWER STRUCTURES, MEDIA, AND THE ACTIVE AUDIENCE
      5. THE CONCLUSION AND SOLUTION: CRITICAL NECESSITY
    10. Chapter 10: Consumer Reviews on Retail Websites
      1. ABSTRACT
      2. INTRODUCTION
      3. CONCLUSION
    11. Chapter 11: Electronic Word of Mouth and Consumer Generated Content
      1. ABSTRACT
      2. INTRODUCTION
      3. DEFINITION AND TYPES OF EWOM
      4. A REVIEW OF THE EWOM LITERATURE: THREE SCHOOLS OF THOUGHT
      5. EWOM ON A BREAST CANCER BULLETIN BOARD
      6. SUMMARY
    12. Chapter 12: Does Second Life Mark the Beginning of a New Era of Online Shopping?
      1. ABSTRACT
      2. INTRODUCTION
      3. MARKETING IN VIRTUAL WORLDS
      4. VIRTUAL SHOPPING AND SOCIAL PRESENCE
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
    13. Chapter 13: Consumer Generated Advertising in Blogs
      1. ABSTRACT
      2. INTRODUCTION
      3. A NEW MODEL OF MARKETING COMMUNICATION
      4. CONSUMER ATTITUDE TOWARDS BLOGS AND ADVERTISING IN BLOGS: TOWARDS A CONCEPTUAL MODEL
      5. DISCUSSION
    14. Chapter 14: Motivations for Social Networking Site Adoption
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. MOTIVATIONS
      5. CONCEPTUAL FRAMEWORK
      6. CONCLUSION
    15. Chapter 15: Convergence, Contradiction and Collaboration
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL FOUNDATION
      4. CONSUMER CONTROL AND THE IMPORTANCE OF CONTEXT
      5. CONFLICT: DIGITAL AND INTEGRATION
      6. CONTEXT AND CONTENT: CONFLICT OR COLLABORATION?
      7. CASE STUDIES
      8. TWO CASES THAT GO DIGITAL AND BEYOND
      9. CONCLUSION
      10. SUGGESTIONS FOR FURTHER STUDY
      11. APPENDIX
    16. Chapter 16: Point of Involvement, Purchase and Consumption
      1. ABSTRACT
      2. INTRODUCTION
      3. HISTORY, MEDIA AND MEASUREMENT
      4. THE RESEARCH PROCESS
      5. LOOKING AT ENGAGEMENT AND DIGITAL MEDIA
      6. MEASURING AND EVALUATING ENGAGEMENT
      7. WRAPPING UP
    17. Chapter 17: Digital Metrics
      1. ABSTRACT
      2. INTRODUCTION
      3. METRICS: ADVERTISING EFFECTIVENESS THEN: THE EYEBALLS (AND EARS) HAVE IT
      4. METRICS: TECHNOLOGY DRIVES TRANSITIONS
      5. THE INTERNET: ADVERTISING AND METRICS
      6. MORE METRICS: DATA COLLECTION & TARGETING
      7. PRIVACY
      8. CONSUMER PRIVACY: KNOWLEDGE, CONTROL AND CONCERN
      9. CASE STUDY: FACEBOOK
      10. PRIVACY SUMMARY
      11. FUTURE RESEARCH AND CONCLUDING THOUGHTS
    18. Chapter 18: Virtual Identities from Virtual Environments
      1. ABSTRACT
      2. AVATARS AND PSYCHOLOGICAL PROFILES
      3. AVATARS AND CONSUMER INSIGHTS
      4. SELF-CONGRUITY AND VIRTUAL IDENTITIES
      5. SELF-CONGRUITY PROJECTION
      6. RESEARCH QUESTIONS
      7. PRELIMINARY RESEARCH PROTOCOL
      8. ILLUSTRATIVE IDENTIFICATION OF SELF-CONGRUITY IN CONSUMER BEHAVIOR
      9. CONCLUDING REMARKS
      10. APPENDIX
    19. Chapter 19: The “Digitalisation” of Youth
      1. ABSTRACT
      2. WHY FOCUS ON YOUTH?
      3. NATURE OF DIGITAL MEDIA
      4. CONCLUSION
    20. Chapter 20: Consumption and Marketing in A 3D Virtual Space
      1. ABSTRACT
      2. SECOND LIFE AS A COMMERCIAL SPACE
      3. STARTING A SECOND LIFE
      4. THE SECOND LIFE ENVIRONMENT
      5. THE SECOND LIFE EXPERIENCE
      6. ESTABLISHING A BUSINESS IN SECOND LIFE
      7. LOCATING VIRTUAL CONSUMERS
      8. ADVERTISING PRACTICES
      9. EXAMPLES OF SOME COMPANIES IN SL
      10. SECOND CHANCE IN SECOND LIFE
      11. DISCUSSION
    21. Chapter 21: Teaching Taboo Topics Through Technology
      1. ABSTRACT
      2. INTRODUCTION TO TEACHING ABOUT TABOO TOPICS
      3. CHALLENGES IN TEACHING ABOUT TABOO TOPICS
      4. CASE STUDY BACKGROUND: HIV/AIDS EDUCATION IN INDIA
      5. CONSTRUCTING A TECHNOLOGICAL SOLUTION
      6. DISCUSSION AND ANALYSIS
    22. Chapter 22: Advertising
      1. ABSTRACT
      2. A BRIEF HISTORY…
      3. TYPES OF IN-GAME ADVERTISEMENTS
      4. AD PROMINENCE
      5. RESEARCH EVIDENCE
      6. MEMORY/RECALL/RECOGNITION EFFECTS
      7. MEMORY AND NON-RACING GAMES
      8. ATTITUDES TOWARD IN-GAME ADVERTISING
      9. THE ROLE OF PRESENCE
      10. FUTURE DIRECTIONS FOR SCHOLARSHIP ON IN-GAME ADVERTISING
    23. Chapter 23: Online Gaming
      1. ABSTRACT
      2. INTRODUCTION
      3. WHAT IS ONLINE GAMING?
      4. SEGMENTING THE ONLINE AUDIENCE THROUGH DEMOGRAPHICS
      5. MOTIVATION SEGMENTATION AND INFORMATION PROCESSING
      6. IN-GAME PROCESSING
      7. FUTURE DIRECTIONS
    24. Chapter 24: An Opportunity for In-Game Ad Placement
      1. ABSTRACT
      2. INTRODUCTION
      3. HISTORY OF GAMING
      4. CONSTRUCTING MEANING THROUGH GAME PLAY
      5. THE MEANING LIFECYCLE
    25. Chapter 25: Digital Media and Sports Advertising
      1. ABSTRACT
      2. INTRODUCTION
      3. SPORT SPONSORSHIP
      4. EXTENDING SPORTS SPONSORSHIP TO DIGITAL MEDIA
      5. SPRITE AND THE NBA
      6. VERIZON AND THE NFL
      7. AT&T AND THE MASTERS GOLF TOURNAMENT
      8. WISE FOODS AND THE BOSTON RED SOX (DAVID ORTIZ)
      9. WISE FOODS AND THE NEW YORK METS (JOSE REYES)
      10. ESPN
      11. SUMMARY
    26. Chapter 26: Performance-Enhancing Media
      1. ABSTRACT
      2. INTRODUCTION
      3. MERE EXPOSURE
      4. VIRTUAL ADVERTISING AND EXPOSURE
      5. BENEFITS AND OPPORTUNITIES OF VIRTUAL ADVERTISING
      6. CRITICISMS OF VIRTUAL ADVERTISING
      7. CONCLUSION
    27. Chapter 27: Adonis or Atrocious
      1. ABSTRACT
      2. WELCOME TO THE METAVERSE
      3. WHO IS “THERE” IN A VIRTUAL WORLD?
      4. STRATEGIC ASPECTS OF SPOKESAVATAR SELECTION
      5. THE PATH FORWARD
    28. Chapter 28: Sounds of Web Advertising
      1. ABSTRACT
      2. INTRODUCTION
      3. COMMERCIAL SOUNDS AND MEDIA USE
      4. THE CONDITIONS OF SOUND IN DIFFERENT TYPES OF WEB ADS
      5. THE TEXTUAL CHARACTERISTICS OF THE WEB AD
      6. HOW DO WE READ WEB ADS?
      7. THE EMPIRICAL MATERIAL
      8. THE FUNCTIONS OF SOUND IN THE MODE OF READING
      9. THE FUNCTIONS OF SOUND IN THE MODE OF NAVIGATING
      10. THE FUNCTIONS OF SOUND IN THE MODE OF EDITING
      11. THE COMMUNICATIVE FUNCTIONS OF SOUND IN WEB ADS: AN ANALYTICAL FRAMEWORK
      12. CONCLUSION
    29. Chapter 29: Alternative Online Videos in the 2008 U.S. Presidential Election
      1. ABSTRACT
      2. INTRODUCTION
    30. Chapter 30: What a Difference a Download Makes
      1. ABSTRACT
      2. INTRODUCTION
      3. CONCLUSION
    31. Chapter 31: Making Personalization Feel More Personal
      1. ABSTRACT
      2. PERSONALIZATION CYCLE: ABSTRACTING THE KEY ELEMENTS FOR THE HANDSHAKE
      3. MATCH USER WITH APPROPRIATE AVAILABLE CONTENT
      4. PRESENT PERSONALIZED CONTENT
      5. CONCLUSION
    32. Chapter 32: From Consumers to Producers
      1. ABSTRACT
      2. INTRODUCTION
      3. ADVERTISING ENGAGEMENT MODEL
      4. USER-GENERATED AD CONTESTS
      5. THEORETICAL FRAMEWORK AND FUTURE RESEARCH
      6. DISCUSSION
  7. Section 2: Consumer Generated Content: Applications and Impact
  8. Section 3: Digital Engagement and New Metrics
  9. Section 4: Advertising Tactics in Gaming, Sports and Politics
  10. Compilation of References
  11. Title Page
  12. Index