Handbook of research on digital media and advertising : user generated content consumption / [edited by] Matthew S. Eastin, Terry Daugherty, Neal M. Burns.
"Media professionals today are facing numerous changes within mass media that will continue to impact the creation and delivery of persuasive messages.The Handbook of Research on Digital Media and Advertising: User Generated Content Consumption bridges the gap between professional and academic...
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| Other Authors: | , , |
| Format: | Ebook |
| Language: | English |
| Published: |
Hershey, PA :
Information Science Reference,
c2011.
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| Subjects: | |
| Online Access: | IGI Global e-Book Collection |
| Summary: | "Media professionals today are facing numerous changes within mass media that will continue to impact the creation and delivery of persuasive messages.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."--Publisher's website. |
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| Format: | Mode of access: World Wide Web. |
| Bibliography: | Includes bibliographical references (p. 650-724) and index. |
| ISBN: | 1282705024 1466608501 1605667935 1780346387 9781282705029 9781466608504 9781605667935 9781780346380 |