Advances in Advertising Research XIII

Frontiers of Advertising: Re-considering Its Shapes and Forms

AvDaria Gunina,Martin K.J. Waiguny

Inbunden, Engelska, 2025

Del i serien European Advertising Academy

1 413 kr

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Beskrivning

This book provides insights into modern advertising's evolving landscape, revealing how digital innovation and social media have transformed communication strategies and consumer engagement.

Produktinformation

Utgivningsdatum:2025-03-11
Mått:148 x 210 x 19 mm
Vikt:441 g
Format:Inbunden
Språk:Engelska
Serie:European Advertising Academy
Antal sidor:239
Förlag:Springer Fachmedien Wiesbaden
ISBN:9783658439354

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Mer om författaren

Daria Gunina is Researcher at the Faculty of Management, Prague University of Economics and Business, Czech Republic.Martin Waiguny is Academic Head and Professor of Marketing and Consumer Behaviour at the IMC University of Applied Sciences Krems, Austria.

Innehållsförteckning

- Broadening the Horizons of Advertising Research.- Transparency and Accuracy of Digital Marketing Communication in a Controversial and Expanding Industry.- Emoji Your Communication.- Do Comments Matter?- Customer Experience.- Purchase Enhancement with Virtual Try-on.- The Impact of Social Media on the Shape and Form of Public Relations and Advertising within IMC.- The Vividness Effect on Indirect Comparative Advertising Response.- Does self-care benefit from pro-social advertising?- Fem-vertised and Fem-washed Advertising on Instagram.- When Women Know the Truth.- Perceived Aesthetics and Informativeness of Luxury Fashion Web Design.- Does Science-Related Populism Impact Individuals’ Vaccination Campaign Evaluations?- Product Placements in Visual Social Media.