Handbook of research on digital media and advertising : user generated content consumption / [edited by] Matthew S. Eastin, Terry Daugherty, Neal M. Burns.
Material type:
TextPublisher: Hershey, PA : Information Science Reference, c2011Description: xxvi, 742 p. : ill. ; 29 cmISBN: 9781605667928 (hbk.); 1605667927 (hbk.); 9781605667935 (ebook); 1605667935 (ebook)Subject(s): Advertising -- Social aspects | Internet marketing -- Social aspects | Consumer behavior | Digital media -- Social aspectsSummary: "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.
| Item type | Current location | Collection | Call number | Status | Notes | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|---|
| 參考書 | 世新大學圖書館 四樓特色館藏區 | 參考書 | R 659.144 Ha 2011 (Browse shelf) | Not for loan | 公廣系核心館藏. | E102711 |
Total holds: 0
Includes bibliographical references (p. 650-724) and index.
"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.
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