TRACY L. TUTEN is Associate Professor of Marketing at Longwood University. The author of over one hundred journal articles, book chapters, and conference presentations, her research interests include Web-based survey methods, branding and identity, and online advertising. She serves on the editorial review board for Psychology and Marketing.

"Tuten (Longwood Univ.) looks at a new advertising landscape in which ads are interactive rather than one-way, unpaid rather than purchased, and consumer-generated instead of controlled by a sponsor. The author advises that advertisers need to recognize that they are not calling the shots alone anymore. Consumer-generated online videos, posts, and blogs all shape a brand's image now. Recommended. Marketing and e-commerce practitioners, faculty, and students, upper-division undergraduate and up." - Choice

• Acknowledgments 1: Advertising Online: Engaging Consumers with Web 2.0 2: Socialcentricity and the Emergence of Social Media Marketing 3: Friendvertising: Advertising and Brand Building with Social Networks 4: Advertising in the Imagination: Social Virtual Networks and the Vlobalization of Brands 5: From Moments to Minutes: Advertising with Social Play 6: Influence the Influencers: Building Brands with Social News Media 7: Citizen Advertising: Consumer-Told Brand Folklore 8: In My Opinion: The Social Influence of Consumer Product Reviews 9: Social Fiction: Branding with Alternate Reality Games 10: Ads in Play: Immersing Brands In and Around Social Games 11: Social Media Impact: Balancing Metrics and Insight for Advertising Success Epilogue Glossary Notes

TRACY L. TUTEN is Associate Professor of Marketing at Longwood University. The author of over one hundred journal articles, book chapters, and conference presentations, her research interests include Web-based survey methods, branding and identity, and online advertising. She serves on the editorial review board for Psychology and Marketing.

"Tuten (Longwood Univ.) looks at a new advertising landscape in which ads are interactive rather than one-way, unpaid rather than purchased, and consumer-generated instead of controlled by a sponsor. The author advises that advertisers need to recognize that they are not calling the shots alone anymore. Consumer-generated online videos, posts, and blogs all shape a brand's image now. Recommended. Marketing and e-commerce practitioners, faculty, and students, upper-division undergraduate and up." - Choice

• Acknowledgments 1: Advertising Online: Engaging Consumers with Web 2.0 2: Socialcentricity and the Emergence of Social Media Marketing 3: Friendvertising: Advertising and Brand Building with Social Networks 4: Advertising in the Imagination: Social Virtual Networks and the Vlobalization of Brands 5: From Moments to Minutes: Advertising with Social Play 6: Influence the Influencers: Building Brands with Social News Media 7: Citizen Advertising: Consumer-Told Brand Folklore 8: In My Opinion: The Social Influence of Consumer Product Reviews 9: Social Fiction: Branding with Alternate Reality Games 10: Ads in Play: Immersing Brands In and Around Social Games 11: Social Media Impact: Balancing Metrics and Insight for Advertising Success Epilogue Glossary Notes