Advances in Advertising Research IX
Power to Consumers
Editors: Cauberghe, Verolien, Hudders, Liselot, Eisend, Martin (Eds.)
Free Preview- 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
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- About this book
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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
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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)
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Emotion in a 360-Degree vs. Traditional Format Through EDA, EEG and Facial Expressions
Pages 3-15
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“Fool’s Gold”: Linking Materialism to Persuasion Knowledge Activation and Susceptibility to Embedded Advertising
Pages 17-28
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The Role of Big Data in Programmatic TV Advertising
Pages 29-42
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Me, Myself or the Blogger? How to Use Instagram as a Content Platform to Promote Products from the Company’s Perspective
Pages 43-56
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The Effects of Engaging with Content Marketing on Business Outcomes for B2B Service Providers
Pages 57-70
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Table of contents (25 chapters)
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Bibliographic Information
- Bibliographic Information
-
- Book Title
- Advances in Advertising Research IX
- Book Subtitle
- Power to Consumers
- Editors
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- 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
- Softcover ISBN
- 978-3-658-24866-6
- Series ISSN
- 2626-0328
- Edition Number
- 1
- Number of Pages
- XII, 353
- Number of Illustrations
- 35 b/w illustrations
- Topics
