Advances in advertising research. bridging the gap between advertising academia and practice Vol. VII :

• Other Authors: Christodoulides, George (Editor), Stathopoulou, Anastasia (Editor), Eisend, Martin (Editor)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : [Amsterdam] : Springer Gabler ; European Advertising Academy, [2017]
• Series: European advertising academy
• Subjects: Advertising > Research.; elektronické knihy; electronic books
• ISBN: 9783658152208; 9783658152192
• Physical Description: 1 online resource (xi, 315 pages) : illustrations (some color)

"Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad con...

Table of Contents:

• Part I: Online advertising/social networks. Consumer values as mediators in social network information search
• Integration of consumers into new product development by social media-based crowdsourcing
• findings from the consumer goods industry in Germany
• The relationship between gratifications from social networking site use and adolescents' brand interactions
• Promoting the shareconomy: effects of beneficial appeals and personal characteristics on the attractiveness of renting and reselling platforms
• Communicating through brand websites to create unique brands
• Gaining attention online: do the levels of product involvement and website interactivity matter? An eye-tracking approach
• Is targeting online information diffusers based on their personality traits and influencer types misleading?
• The effect of online customer reviews' characteristics on sales
• The influence of personal data usage on mobile apps
• Part II: Consumer responses to advertising. The effect of eroticism in couple depictions in advertisements on brand evaluations
• Model's age and target's age: effects on emotions towards and beliefs about an ad
• Being hooked by the archetypal characters in drama TV ads: a structural equation modeling approach
• The moderating role of congruence between humor and fun climate of the company on the effects of humor in internet job ads
• Put it on the right side: the effect of print advertisement location on product evaluation
• The influence of majority agreements on attitudes
• The effects of message framing and reference points of public service announcements on bystander intervention in college students' binge-drinking
• How customers engage with brands: a new framework
• Part III: Culture and advertising. Hofstede cultural framework and advertising research: an assessment of the literature
• The effects of different ad appeals in non-prescription drug advertising: a cross-cultural investigation
• Examining the mediating role of integrated marketing communication on the relationship between adhocracy culture and brand advantage
• Profiling lead researchers in advertising research.