Digital Advertising: Theory and Research, 3rd Edition (Paperback) book cover

Digital Advertising

Theory and Research, 3rd Edition

Edited by Shelly Rodgers, Esther Thorson


466 pages | 20 B/W Illus.

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Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.


'Since advertising is a constantly evolving and changing means of communicating with consumers, there is an ongoing need for the most current thinking about advertising to guide practitioners and academics. This book provides this direction by focusing on the digital realm as the lens for understanding and utilizing advertising in today’s marketplace. The editors accomplish this by compiling perspectives about digital advertising from advertising experts and scholars. The result is a book that reveals the current state of digital advertising and practical suggestions for how digital communication efforts can be optimized.' Les Carlson, Professor of Marketing, University of Nebraska-Lincoln

'Digital Advertising: Theory and Research evaluates the past, examines the present, and explores the future of digital advertising. Luminaries and rising stars in both the academy and the profession offer valuable insights and opportunities for students, researchers, and practitioners.' Sally J. McMillan, Professor of Advertising and Public Relations, University of Tennessee

'The evolving world of digital media can be challenging to study. Covering topics from advertising avoidance to word of mouth as well as cultural and international perspectives, this volume provides contemporary theoretical insights and relevant research discussions from leading advertising scholars and is infinitely useful for students and seasoned researchers alike.' Kim Sheehan, Professor and Director of the Honors Program, School of Journalism and Communication, University of Oregon

Table of Contents

Part I: Research Foundations

1. Revisiting the Interactive Advertising Model (IAM) after 15 Years: An Analysis of Impact and Implications Shelly Rodgers, Sifan Ouyang, and Esther Thorson

2. Network Advertising Model (NAM) Esther Thorson and Shelly Rodgers

3. Trends and Opportunities for Digital Advertising Research: A Content Analysis of Advertising Age, 2000-2015 Samuel Tham, Shelly Rodgers, and Esther Thorson

4. A Systematic Analysis of Interactive Advertising Research through a Paradigm FunnelTerry Daugherty and Vanja Djuric

Part II: Theory Breakthroughs

5. Digital Advertising Clutter in an Age of Mobile Media Louisa Ha

6. Using Theory of Interactive Media Effects (TIME) to Analyze Digital Advertising S. Shyam Sundar, Jinyoung Kim, and Andrew Gambino

7. Personalization, Perceived Intrusiveness, Irritation, and Avoidance in Digital Advertising Mariko Marimoto

8. The Role of Reversal Theory in Digital Advertising Jae Min Jung, Kyeong Sam Min, and Drew Martin

9. Advertising (In)attention in the Digital Environment Brittany R. L. Duff and Yuliya Lutchyn

Part III: New Approaches to Research

10. Digital Advertising in a New Age: The Power of (Tele)Presence Matthew Lombard and Jennifer Snyder-Duch

11. Using Digital Media to Improve Public Health CommunicationMarla B. Royne, Kathrynn Pounders, Marian Levy, and Amy Rebecca Jones

12. Consumers’ Motivations for Lurking and Posting in Brand Communities on Social Networking SitesMarijke De Veriman, Verolien Cauberghe, Liselot Hudders, and Patrick De Pelsmacker

13. Assessing the Financial Value of Digital Advertising: An Event Study Approach Chan Yun Yoo and Tae Hyun Baek

14. Between an Ad Block and a Hard Place: Advertising Avoidance and the Digital WorldLouise Kelly, Gayle Kerr, and Judy Drennan

Part IV: Digital Media – Radiating Voices

15. Who Creates Brand-Related Content, and Why? The Interplay of Consumer Characteristics and Motivations Daniël G. Muntinga, Marjolein Moorman, Peeter W. J. Verlegh, and Edith G. Smit

16. Social Media Advertising: Unraveling the Mystery Box Saleem Alhabash, Juan Mundel, and Syed Ali Hussain

17. Digital Advertising and Privacy Heather Shoenberger

18. Exploring Player Responses towards In-Game Advertising: The Impact of Interactivity Laura Herrewijn and Karolien Poels

19. New Methods for Measuring Advertising Efficacy Daniel McDuff

20.International Digital Advertising: Lessons from Around the World Charles R. Taylor and John P. Costello

Part V: Evaluating Digital Advertising

21. A Review of Internet and Social Network Advertising Formats Francisco Rejón-Guardiaand Francisco J. Martínez-López

22. Measuring the Efficiency of Digital Advertising Albena Pergelova and Fernando Angulo-Ruiz

23. Health Advertising in the Digital Age: Future Trends and Challenges Tim K. Mackey and Bryan A. Liang

Part VI: Future Research Trends and Opportunities

24. The Role of Culture in Electronic Word-of-Mouth CommunicationShu-Chuan Chu

25. Immersion in Games Exemplifies Why Digital Media Create Complex Responses to Ads Mike Schmierbach

26. The Advent of Virtual Direct Experience (VDE) Research in Video Games: Integrating, Augmenting, and Informing Brand-Communication Strategies in Digital/Interactive Media Frank E. Dardis

27. Advertising in Video Games: An Overview and Future Research ConsiderationsAnthony M. Limperos

28. Easy Loving: Understanding Affect in Social Media Attila Pohlmann and Qimei Chen

29. Considerations for Application of Computational Social Science Research Approaches to Digital Advertising ResearchJisu Huh

About the Editors

Shelly Rodgers is Professor of Strategic Communication at the Missouri School of Journalism. With more than $18.5 million in grant support, her research focuses on advertising, health, and new technology.

Esther Thorson is Professor of Journalism at the College of Communication Arts and Sciences at Michigan State University. She spent 23 years as Associate Dean of Journalism at the University of Missouri.

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Consumer Behavior