| 紀錄類型: |
書目-電子資源
: Monograph/item
|
| 杜威分類號: |
659.0285 |
| 書名/作者: |
Handbook of research on new media applications in public relations and advertising/ Elif Esiyok, editor. |
| 其他作者: |
Esiyok, Elif, |
| 出版者: |
Hershey, Pennsylvania : : IGI Global,, 2021. |
| 面頁冊數: |
1 online resource (572 p.) |
| 標題: |
Internet in public relations - Case studies. - Social aspects |
| 標題: |
Digital storytelling - Case studies. - Social aspects |
| 標題: |
Internet advertising - Case studies. - Social aspects |
| ISBN: |
9781799832034 |
| ISBN: |
1799832031 |
| ISBN: |
9781799832010 |
| 書目註: |
Includes bibliographical references and index. |
| 內容註: |
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 media on strategic corporate social responsibility campaigns ; Chapter 19. Social media as a tool for gastronomy: an analysis through instagram on Turkish cuisine -- Section 4. Political communication in the digital age. Chapter 20. Political consumerism and social networking usage: a case study ; Chapter 21. Political marketing and new media election campaigning: the application of North Cyprus 2018 general elections ; Chapter 22. Making foreign policy through twitter: an analysis of Trump's tweets on Iran ; Chapter 23. Mocking birds "tweeting": the use of humor in political sharings and posts on social media -- Section 5. New media applications. Chapter 24. On the spectrum of communication: locating the use of new media in the 2020 COVID-19 emergency response ; Chapter 25. Gender representation in new media through global calendar photographs ; Chapter 26. New media and new journalism: discussions on digital journalism ; Chapter 27. New media research in business and management fields: a bibliometric analysis ; Chapter 28. Digital literacy in the world of digital natives. |
| 摘要、提要註: |
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: |
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-7998-3201-0 |