European Advertising Academy

Advances in Advertising Research IX

Power to Consumers

Editors: Cauberghe, Verolien, Hudders, Liselot, Eisend, Martin (Eds.)

  • Publication in the field of economic sciences
  • Persuading the consumer with new advertising formats
  • Effectiveness of in-game advertising
  • An insight into the effects of advertising execution styles
see more benefits

Buy this book

eBook $109.00
price for USA in USD (gross)
  • ISBN 978-3-658-22681-7
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $139.99
price for USA in USD
  • ISBN 978-3-658-22680-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.

About the authors

Verolien Cauberghe is Associate Professor of Marketing Communication at Ghent University, Belgium.

Liselot Hudders is Assistant Professor of Marketing Communication and Consumer Behavior at Ghent University, Belgium.

Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Table of contents (25 chapters)

  • Emotion in a 360-Degree vs. Traditional Format Through EDA, EEG and Facial Expressions

    Castellanos, Mª Concepción (et al.)

    Pages 3-15

  • “Fool’s Gold”: Linking Materialism to Persuasion Knowledge Activation and Susceptibility to Embedded Advertising

    Cartwright, Robert Freeman (et al.)

    Pages 17-28

  • The Role of Big Data in Programmatic TV Advertising

    Malthouse, Edward C. (et al.)

    Pages 29-42

  • Me, Myself or the Blogger? How to Use Instagram as a Content Platform to Promote Products from the Company’s Perspective

    Steinhart, Tanja (et al.)

    Pages 43-56

  • The Effects of Engaging with Content Marketing on Business Outcomes for B2B Service Providers

    Wang, Wei-Lin (et al.)

    Pages 57-70

Buy this book

eBook $109.00
price for USA in USD (gross)
  • ISBN 978-3-658-22681-7
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $139.99
price for USA in USD
  • ISBN 978-3-658-22680-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Loading...

Recommended for you

Loading...

Bibliographic Information

Bibliographic Information
Book Title
Advances in Advertising Research IX
Book Subtitle
Power to Consumers
Editors
  • Verolien Cauberghe
  • Liselot Hudders
  • Martin Eisend
Series Title
European Advertising Academy
Copyright
2018
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
eBook ISBN
978-3-658-22681-7
DOI
10.1007/978-3-658-22681-7
Hardcover ISBN
978-3-658-22680-0
Edition Number
1
Number of Pages
XII, 353
Number of Illustrations and Tables
35 b/w illustrations
Topics