Advances in Advertising Research IX

Power to Consumers
Softcover Nachdruck of the original 1. Auflage 2018
ISBN: 978-3-658-24866-6
Verlag: Springer

Buch, Englisch, 353 Seiten, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 476 g

Reihe: European Advertising Academy

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.

Zielgruppe

Research

Autoren/Hrsg.

Cauberghe, Verolien

Eisend, Martin

Hudders, Liselot

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Going Beyond: Persuading the Consumer with New Advertising Formats.- Getting Inside the Game: Effectiveness of In-Game Advertising.- How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles.- Doing Good: Corporate Social Responsibility and Consumer Protection.- Let them Talk: How to Increase and Evaluate Word of Mouth.- It’s All about Context: Situational Influences on Advertising Effects.

Über Autor(innen)

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.