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Handbook of research on digital media and advertising : user generated content consumption /

Authors: Eastin, Matthew S. | Daugherty, Terry,%1971- | Burns, Neal M.,%1933- Published by : Information Science Reference, (Hershey, PA :) Physical details: xxvi, 742 p. : ill. ; 29 cm. ISBN: 1605667927 Subject(s): Advertising %Social aspects. | Internet marketing %Social aspects. | Consumer behavior. | Digital media %Social aspects. Year: 2011
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Item type Location Call Number Status Date Due
Book Book AUM Main Library 659.144 H236 (Browse Shelf) Available
Book Book AUM Main Library 659.144 H236 (Browse Shelf) Available

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.

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