Handbook of research on digital media and advertising
Subtitle: user generated content consumption
By: [edited by] Matthew S. Eastin, Terry Daugherty, Neal M. Burns
Publisher: Information Science Reference
Published: 2011
Place of publication: Hershey, PA
Language: eng
Number of pages: 742
ISBN-13: 9781605667928; 9781605667935
Description: "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.
Notes: Includes bibliographical references (p. 650-724) and index.