Handbook of research on new media applications in public relations and advertising[electronic resource]
- 其他作者: Esiyok, Elif, , IGI Global.
- 出版: Hershey, Pennsylvania : IGI Global 2021.
- 稽核項: 1 online resource (572 p.).
- 標題: Internet in public relations , Internet advertising , Social aspects , Digital storytelling Social aspects -- Case studies. , Electronic books. , Digital storytelling , Internet advertising Social aspects -- Case studies. , Internet in public relations Social aspects -- Case studies. , Case studies.
- ISBN: 1799832015 , 9781799832010
- 試查全文@TNUA:
- 附註: Includes bibliographical references and index. Section 1. Economical perspectives on new media. Chapter 1. Return on investment of display advertising: Google ads vs. Facebook ads ; Chapter 2. Impacts of economic and institutional dynamics on new media applications penetration: sample country analysis ; Chapter 3. Strict liability of family leader's rule vs. internet safety regulations for content-related risks created by minors via new media applications: the case of Turkey -- Section 2. Advertising in the digital age. Chapter 4. Is reality enough for us?: ready player one's electronic migrants looking for new identities in cyberspace age ; Chapter 5. Advertisement practices in Bangladesh: agency perspectives ; Chapter 6. New media and advertising:the role of influencers in the process of interactivity in advertising ; Chapter 7. Examining the effects of blogger type (influencers vs. celebrities) and post format in Instagram marketing ; Chapter 8. Marketing experiential events through new media: the Ferragnez wedding case ; Chapter 9. A study on influencers' role in the buying-decision process within the context of word-of-mouth marketing: a comparison between USA and Turkey ; Chapter 10. Variables that affect avoidance of online behavioral advertising ; Chapter 11. Postmodern discourse in digital advertising: a study on "Deneysel Bankacilik" advertising series -- Section 3. Public relations in the digital age. Chapter 12. The role of augmented reality on public relations and advertising: augmented reality and public relations and advertising ; Chapter 13. Digital storytelling and public relations: an analysis through case studies ; Chapter 14. Digital transformation in public relations: horizons and frontiers ; Chapter 15. Corporate social responsibility in the digital age ; Chapter 16. Two-way interaction feature of social media tools: the Twitter example ; Chapter 17. The use of new media applications in corporate socialresponsibility: Vodafone "Bumamabenden" case study ; Chapter 18. Working with new medi
- 摘要: A pivotal reference source that provides vital research on the application of new media tools for running successful public relations and advertising campaigns. While highlighting topics such as digital advertising, online behavior,and social networking, this book is ideally designed for public relations officers, advertisers, marketers, brand managers, communication directors, social media managers, IT consultants, researchers, academicians, students, and industry practitioners.
- 電子資源: https://dbs.tnua.edu.tw/login?url=http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-7998-3201-0
- 系統號: 005330978
- 資料類型: 電子書
- 讀者標籤: 需登入
- 引用網址: 複製連結
As competition between companies increases, the need for effective public relations and advertising campaigns becomes imperative to the success of the business. However, with the introduction of new media, the nature of these campaigns has changed. Today's consumers have more awareness and diversified ways to obtain knowledge, and through new media, they can provide feedback. An understanding of how to utilize new media to promote and sustain the reputation of an organization is vital for its continued success. The Handbook of Research on New Media Applications in Public Relations and Advertising is a pivotal reference source that provides vital research on the application of new media tools for running successful public relations and advertising campaigns. While highlighting topics such as digital advertising, online behavior, and social networking, this book is ideally designed for public relations officers, advertisers, marketers, brand managers, communication directors, social media managers, IT consultants, researchers, academicians, students, and industry practitioners.
來源: Google Book
來源: Google Book
評分