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Advances in Advertising Research (Vol. VII) : Bridging the Gap between Advertising Academia and Practice



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Creatore: Christodoulides, George Visualizza persona
Titolo: Advances in Advertising Research (Vol. VII) : Bridging the Gap between Advertising Academia and Practice
Link to work: Advances in Advertising Research (Vol. VII) Visualizza cluster
Pubblicazione: Wiesbaden : Springer Fachmedien Wiesbaden, 2016
Estensione: 1 online resource (315 pages).
Tipo formato: computer
Tipo contenuto: text
Tipo supporto: online resource
Disciplina: 650
Titolo uniforme di collana: European Advertising Academy.
Genere/Forma: Electronic books
Classificazione LOC: HF4999.2-6182
Creatori/Collaboratori: Stathopoulou, Anastasia
Eisend, Martin
Note generali: 6 References.
Nota di contenuto: Advances in Advertising Research: Bridging the Gap between Advertising Academia and Practice; Table of Contents; Part I. Online Advertising/Social Networks; 1 Consumer Values as Mediators in Social Network Information Search; 1 Introduction; 2 Literature Review; 2.1 Sources of Consumer Information on SNS; 2.2 SNS's Information Search Motivators; 3 Methodology; 3.1 Sample; 3.2 Measurement; 4 Results; 4.1 Validity and Reliability; 4.2 Model Testing; 5. Discussion and Implications; 5.1 Theoretical and Managerial Implications; 5.2 Limitations and Future Research; 6. References.
2 Integration of Consumers into New Product Development by Social Media-Based Crowdsourcing -- Findings from the Consumer Goods Industry in Germany1 Introduction; 2 Research Question; 3 Method; 4 Results; 4.1 Typical Attributes of Social Media-based Idea Contests; 4.2 Use of Product Configurator as a Toolkit for User Innovation; 4.3 Success Factors of Social Media-based Idea Contests; 5 Managerial Implications and Outlook; 6 References; 3 The Relationship between Gratifications from Social Networking Site Use and Adolescents' Brand Interactions; 1 Introduction; 2 Conceptual Framework; 3 Method.
3.1 Sample and Procedure3.2 Measurement; 4 Results; 5 Discussion and Implications; 6 Limitations and Future Research; 7 Acknowledgments; 8 References; 4 Promoting the Shareconomy: Effects of Beneficial Appeals and Personal Characteristics on the Attractiveness of Renting and Reselling Platforms; 1 Introduction; 2 Effects of Beneficial Ad Appeals for Different Platform Types; 3 Effects of Personal Characteristics; 4 Experimental Study; 5 Conclusion; 6 References; 5 Communicating through Brand Websites to Create Unique Brands; 1 Purpose of the Study; 2 Method; 2.1 Study 1: Online Survey.
2.2 Result of Study 12.3 Study 2: Field Experiment; 2.4 Result of Study 2; 3 Conclusion; 4 References; 6 Gaining Attention Online: Do the Levels of ProductInvolvement and Website Interactivity Matter? An Eye-Tracking Approach; 1 Introduction; 2 Theoretical Background; 3 Method; 4 Findings; 5 Discussion and Results; 6 References; 7 Is Targeting Online Information Diffusers Based on Their Personality Traits and Influencer Types Misleading?; 1 Introduction; 2 Literature Review and Hypotheses; 3 Method; 4 Results; 5 Discussion, Limitations and Managerial Implications; 6 References.
8 The Effect of Online Customer Reviews' Characteristics on Sales1 Introduction; 2 Review Valence; 3 Review Volume and Length; 4 Method; 5 Results; 6 Summary, Managerial Implications, Limitations; 6.1 Limitations; 6.2 Managerial Implications; 7 References; 9 The Influence of Personal Data Usage on Mobile Apps; 1 Introduction; 2 Literature Review and Hypotheses; 2.1 The Influences of Personalization and Privacy Concerns in Mobile App Usage; 2.2 Situational Differences; 3 Analysis and Results; 3.1 Procedure; 3.2 Results; 4 Discussion, Limitations and Managerial Implications; 5 Acknowledgement.
Restrizioni accesso: Access is restricted to users affiliated with licensed institutions.
Collana: European Advertising Academy
ISBN: 9783658152208
3658152206
Formato: Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione: Inglese
Record Nr.: 005732534
Localizzazioni e accesso elettronico https://ebookcentral.proquest.com/lib/nyulibrary-ebooks/detail.action?docID=4654017
Collocazione: Electronic access
Lo trovi qui: New York University
Altra ed. diverso supporto: Print version: Christodoulides, George. Advances in Advertising Research (Vol. VII) : Bridging the Gap between Advertising Academia and Practice. Wiesbaden : Springer Fachmedien Wiesbaden, ©2016 9783658152192