Digital advertising : theory and research

Cover -- Title -- Copyright -- Dedication -- Contents -- About the Contributors -- Foreword -- Preface -- Acknowledgments -- Part I Research Foundations -- 1 Revisiting the Interactive Advertising Model (IAM) after 15 Years: An Analysis of Impact and Implications -- 2 Network Advertising Model (NAM) -- 3 Trends and Opportunities for Digital Advertising Research: A Content Analysis of Advertising Age, 2000-2015 -- 4 A Systematic Analysis of Interactive Advertising Research through a Paradigm Funnel -- Part II Theory Breakthroughs -- 5 Digital Advertising Clutter in an Age of Mobile Media -- 6 Using Theory of Interactive Media Effects (TIME) to Analyze Digital Advertising -- 7 Personalization, Perceived Intrusiveness, Irritation, and Avoidance in Digital Advertising -- 8 The Role of Reversal Theory in Digital Advertising -- 9 Advertising (In)attention in the Digital Environment -- Part III New Approaches to Research -- 10 Digital Advertising in a New Age: The Power of (Tele)Presence -- 11 Using Digital Media to Improve Public Health Communication -- 12 Consumers' Motivations for Lurking and Posting in Brand Communities on Social Networking Sites -- 13 Assessing the Financial Value of Digital Advertising: An Event Study Approach -- 14 Between an Ad Block and a Hard Place: Advertising Avoidance and the Digital World -- Part IV Digital Media-Radiating Voices -- 15 Who Creates Brand-Related Content, and Why? The Interplay of Consumer Characteristics and Motivations -- 16 Social Media Advertising: Unraveling the Mystery Box -- 17 Targeted Digital Advertising and Privacy -- 18 Exploring Player Responses toward In-Game Advertising: The Impact of Interactivity -- 19 New Methods for Measuring Advertising Efficacy -- Part V Evaluating Digital Advertising -- 20 International Digital Advertising: Lessons from Around the World