Handbook of Research on Digital Media and Advertising: User Generated Content Consumption

Handbook of Research on Digital Media and Advertising: User Generated Content Consumption

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qThis 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 userq--Provided by publisher.Yet, this virtual driving experience provides users with an opportunity to actively participate with the product, rather than passively obtain ... The essential element of the two cases is the smart adaptation of the concept of virtual shopping for their marketing communication ... In this way, American Apparel and Scion have successfully provided avenue wherein consumers could virtually experience companyanbsp;...


Title:Handbook of Research on Digital Media and Advertising: User Generated Content Consumption
Author: Eastin, Matthew S.
Publisher:IGI Global - 2010-07-31
ISBN-13:

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