eBook Handbook of Research on Effective Advertising Strategies in the Social Media Age, 1st Edition

  • Nurdan Öncel Taşkıran
  • Published By: Business Science Reference
  • ISBN-10: 1466681268
  • ISBN-13: 9781466681262
  • DDC: 659.14
  • Grade Level Range: College Freshman - College Senior
  • 509 Pages | eBook
  • Original Copyright 2015 | Published/Released April 2016
  • This publication's content originally published in print form: 2015
  • Price:  Sign in for price

About

Overview

Social media pervades people's awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising agents are creating new strategies that best suit changing consumer relationships. THE HANDBOOK OF RESEARCH ON EFFECTIVE ADVERTISING STRATEGIES IN THE SOCIAL MEDIA AGE focuses on the radically evolving field of advertising within the new media environment. Covering new strategies, structural transformation of media, and changing advertising ethics, this book is a timely publication for policymakers, government officials, academicians, researchers, and school practitioners interested in furthering their research exposure and analyzing the rapidly evolving advertising sector and its reflection on social media.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series.
Titles in this Series.
Editorial Advisory Board.
List of Contributors.
Table of Contents.
Detailed Table of Contents.
Preface.
Acknowledgment.
New Media Channels, Advertising Production, and Media Planning Strategies in the Social Media Age.
1: A Model for Mind-Device Dialectic and the Future of Advertising in the Social Media Age.
2: Gamification and Social Media as Tools for Tourism Promotion.
3: Social Media as an Advertisement Tool: Strategical Need of Being More Experiential.
4: Advertising in Games: Advergaming Applications in the Tourism Industry.
5: The Organizational Structure of Advertising Agencies and New Directions.
6: On-Line Media Planning and On-Line Media Common Measurement Currencies.
7: Augmented Reality Advertisements in Tourism Marketing.
Marketing Communication Strategies in Social Media.
8: The Strategic Planning Process of Social Media Advertising in the Context of Integrated Marketing Communication.
9: Advertising in the World of Social Media-Based Brand Communities.
10: The Role of Social Media in International Advertising.
11: Corporate Advertising at the Age of Social Media.
12: Identity Is What We Sell.
13: Effective, Privacy-First Display Advertising: Ambient Intelligence for Online Ambient Environments.
14: The Role of the Mass Media on Shaping the Public Opinion about the Enlargement of the European Union.
15: Turkish Healthcare Industry Promotional Practices and Digital Era.
Social Media Uses, Advertising Discourses, Their Social Impacts, and Ethics.
16: The Influence of Perceived Interactivity of Social Media Advertising and Voluntary Self-Disclosure on Attitudes and Intentions to Pass-Along.
17: Employing a Mixed Method to Explore Mobile Social Media Users' Big Data Privacy Concerns.
18: Advertising Ethics in the Social Media Age.
19: Dynamic Narrative Alignment: Rhetoric in Community-Driven Social Media Management.
20: Subliminal Advertising and its Ethical Dimensions in the Social Media Age.
21: Digital Advertising Practices and its Impacts on Students: An Application in the Public and Private Universities in Turkey.
22: The Use of Myths as an Advertisement Strategy at the Age of Social Media.
23: Does Social Media Marketing Improve Business Performance?.
Compilation of References.
About the Contributors.
Index.
Front Cover.
Title Page.
Copyright Page.
Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series.
Titles in this Series.
Editorial Advisory Board.
List of Contributors.
Table of Contents.
Detailed Table of Contents.
Preface.
Acknowledgment.
New Media Channels, Advertising Production, and Media Planning Strategies in the Social Media Age.
1: A Model for Mind-Device Dialectic and the Future of Advertising in the Social Media Age.
2: Gamification and Social Media as Tools for Tourism Promotion.
3: Social Media as an Advertisement Tool: Strategical Need of Being More Experiential.
4: Advertising in Games: Advergaming Applications in the Tourism Industry.
5: The Organizational Structure of Advertising Agencies and New Directions.
6: On-Line Media Planning and On-Line Media Common Measurement Currencies.
7: Augmented Reality Advertisements in Tourism Marketing.
Marketing Communication Strategies in Social Media.
8: The Strategic Planning Process of Social Media Advertising in the Context of Integrated Marketing Communication.
9: Advertising in the World of Social Media-Based Brand Communities.
10: The Role of Social Media in International Advertising.
11: Corporate Advertising at the Age of Social Media.
12: Identity Is What We Sell.
13: Effective, Privacy-First Display Advertising: Ambient Intelligence for Online Ambient Environments.
14: The Role of the Mass Media on Shaping the Public Opinion about the Enlargement of the European Union.
15: Turkish Healthcare Industry Promotional Practices and Digital Era.
Social Media Uses, Advertising Discourses, Their Social Impacts, and Ethics.
16: The Influence of Perceived Interactivity of Social Media Advertising and Voluntary Self-Disclosure on Attitudes and Intentions to Pass-Along.
17: Employing a Mixed Method to Explore Mobile Social Media Users' Big Data Privacy Concerns.
18: Advertising Ethics in the Social Media Age.
19: Dynamic Narrative Alignment: Rhetoric in Community-Driven Social Media Management.
20: Subliminal Advertising and its Ethical Dimensions in the Social Media Age.
21: Digital Advertising Practices and its Impacts on Students: An Application in the Public and Private Universities in Turkey.
22: The Use of Myths as an Advertisement Strategy at the Age of Social Media.
23: Does Social Media Marketing Improve Business Performance?.
Compilation of References.
About the Contributors.
Index.