Buch, Englisch, 394 Seiten, Format (B × H): 152 mm x 229 mm
Buch, Englisch, 394 Seiten, Format (B × H): 152 mm x 229 mm
ISBN: 978-1-032-93762-5
Verlag: Taylor & Francis Ltd
Now in its fourth edition, Digital Advertising Theory examines how technological and media transformations are reshaping the foundations of advertising theory and practice. As digital advertising becomes increasingly data-driven, interactive, and complex, this volume revisits core advertising theories and evaluates their relevance within today’s evolving media environment.
Building on earlier editions, the book is grounded in a contemporary definition of digital advertising that provides a conceptual foundation for understanding digital advertising as a dynamic, multifaceted system. Across the volume, contributors explore how advertising operates across platforms including social media, mobile environments, video, gaming, and AI-driven systems. The book examines developments such as artificial intelligence, computational advertising, personalization, immersive media, and algorithmic processes, and considers how these forces are transforming how advertising messages are created, delivered, and evaluated. The volume brings together diverse theoretical perspectives to reassess foundational models of persuasion and audience response in light of contemporary digital conditions. Contributors examine how evolving forms of interactivity, data use, and platform dynamics shape consumer cognition, engagement, and behavior.
Providing both a rigorous theoretical foundation and a forward-looking research agenda, Digital Advertising Theory is an essential resource for scholars, students, and professionals in advertising, marketing, communication, media studies, and psychology.
Zielgruppe
Academic, Postgraduate, and Professional Reference
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
Part I: Defining the System 1. Defining Digital Advertising in a Fragmented, Evolving Landscape 2. From Definition to System: Toward a Theory of Digital Advertising as Connection Part II: Message: Persuasion and Communication in a Connected System 3. Simulated Persuasion: Theoretical Directions for Virtual Influencers in Interactive Advertising 4. Digital Advertising Efficiency: Taking Stock and Looking Forward 5. Hybrid Pathways to Persuasion: Integrating Online and Offline Advertising and Consumer Behavior 6. Rethinking the Role of Reversal Theory in Digital Advertising Part III: Experience: Interactivity, Immersion, and Engagement 7. Theoretical Landscapes in Influencer Advertising: A Framework-Based Review and Future Directions 8. What's in a Name? Exploring Consumer Perceptions of Social Media Personalities: Influencers, Content Creators, and Celebrities 9. Digital Advertising Clutter in an Age of Mobile Media and Artificial Intelligence 10. Immersion in Games Exemplifies Why Digital Media Create Complex Responses to Ads 11. Advertising in Video Games: An Overview and Future Research Considerations 12. Using Digital Media to Improve Public Health Communication for Both Physical and Emotional Health Part IV: Data: Computational, AI, and Programmatic Systems 13. Past, Present, and Future of Computational Advertising and Research Directions 14. Personalization in the Age of Artificial Intelligence-Powered Digital Advertising 15. Defining Ads in Metaverse: Concept Explication of Augmented and Virtual Reality Advertising 16. The Advertising Experience and the Power of (Tele)Presence 17. Exploring the Roles and Impacts of Artificial Intelligence in Advertising Part V: Ethics and Responsibility in Digital Systems 18. Targeted Digital Advertising and Privacy 19. The Role of Culture in Electronic Word-of-Mouth Communication 20. Algorithmic Absorption: Affective Alignment and Perceived Intrusiveness in ELM Persuasion Routes on Social Media Part VI: The Evolution and Future of Digital Advertising 21. Social Media Advertising 22. International Digital Advertising: Lessons from Around the World
