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Handbook of research on digital media and advertising : user generated content consumption / [edited by] Matthew S. Eastin, Terry Daugherty, Neal M. Burns. - Hershey, PA : Information Science Reference, 2011. - xxvi, 742 p. : ill. ; 29 cm.

Includes bibliographical references (p. 650-724) and index.

"This 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 user"--Provided by publisher.

ISBN: 9781605667928 (hbk.) 1605667927 (hbk.)

Subjects--Topical Terms:
Advertising--Social aspects.
Internet marketing--Social aspects.
Consumer behavior.
Digital media--Social aspects.

LC Class. No.: HF5821 / .H318 2011

Dewey Class. No.: 659.144 / H236