Handbook of research on digital media and advertising
Subtitle: user generated content consumption
By: Neal M. Burns, Terry Daugherty and Matthew S. Eastin, editors.
Contributors: Burns, Neal M., 1933-; Daugherty, Terry, 1971-; Eastin, Matthew S.
Publisher: Information Science Reference
Published: 2010
Place of publication: Hershey, PA
Language: eng
Number of pages: 550
ISBN-13: 9781605667928; 9781605667935
Subjects: Advertising -- Social aspects; Internet marketing -- Social aspects; Consumer behavior; Digital media -- Social aspects
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 and index.