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Handbook of research on digital medi...

Eastin, Matthew S.

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Handbook of research on digital media and advertising = user generated content consumption /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Handbook of research on digital media and advertising/ [edited by] Matthew S. Eastin, Terry Daugherty, Neal M. Burns.{me_controlnum}
其他題名:	user generated content consumption /
其他作者:	Eastin, Matthew S.
出版者:	Hershey, Pa. :IGI Global (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA), : c2010.,
面頁冊數:	xxvi, 742 p. :ill. ;29 cm.
標題:	Advertising - Social aspects. -
電子資源:	http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-60566-792-8
ISBN:	9781605667935 (ebook)

Handbook of research on digital media and advertising = user generated content consumption /
Handbook of research on digital media and advertisinguser generated content consumption /[electronic resource] :[edited by] Matthew S. Eastin, Terry Daugherty, Neal M. Burns.{me_controlnum} - Hershey, Pa. :IGI Global (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA),c2010. - xxvi, 742 p. :ill. ;29 cm.

Includes bibliographical references.

"This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user"--Provided by publisher.

Mode of access: World Wide Web.

ISBN: 9781605667935 (ebook)Subjects--Topical Terms:

577310
Advertising
--Social aspects.Subjects--Index Terms:

Media regulation

LC Class. No.: HF5821 / .H318 2010e

Dewey Class. No.: 659.14/4

Handbook of research on digital media and advertising = user generated content consumption /
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650 0 $a Internet marketing $x Social aspects. $3 1361643
650 0 $a Consumer behavior. $3 535816
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653 $a Media regulation
653 $a Product placement effectiveness
653 $a Media and Web 2.0
653 $a Audience engagement
653 $a Virtual environments and virtual identities
653 $a Marketing in virtual worlds
653 $a Digital metrics
653 $a Consumer-generated blog advertising
653 $a In-game ad placement
653 $a Web advertising
700 1 $a Eastin, Matthew S. $3 1361640
700 1 $a Daugherty, Terry, $d 1971- $3 1361641
700 1 $a Burns, Neal M., $d 1933- $3 1361642
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