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Advances in Advertising Research (Vol. VII): Bridging the by George Christodoulides, Anastasia Stathopoulou, Martin

By George Christodoulides, Anastasia Stathopoulou, Martin Eisend

Focusing on a number advertisements codecs, this e-book offers overseas state of the art study inter alia at the quick evolving and more and more advanced advertisements panorama that increases a couple of demanding situations for advertisers. extra study is required to steer offerings concerning advert content material and execution, media placement, social networks, and crusade effectiveness. Advances in ads examine are released by way of the ecu advertisements Academy (EAA). This quantity is a selective selection of examine provided on the 14th foreign convention in advertisements (ICORIA), which was once held in London (UK) in July 2015. The convention amassed greater than one hundred fifty contributors from a number of nations from approximately all continents, together with Europe, North and South the US, Asia, and Australia.

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2004), “A social cognitive theory of Internet uses and gratifications: Toward a new model of media attendance,” in: Journal of Broadcasting & Electronic Media, Vol. 48, 3, 358–377. Lee, C. ; Goh, D. ; Chua, A. Y. K. and Ang, R. P. (2010), “Indagator: Investigating perceived gratifications of an application that blends mobile content sharing with gameplay,” in: Journal of the American Society for Information Science and Technology, Vol. 61, 6, 1244–1257. Lee, C. S. and Ma, L. (2012), “News sharing in social media: The effect of gratifications and prior experience,” in: Computers in Human Behavior, Vol.

Qzone is the most popular SNS among Chinese youth aged between 15 and 20. The functioning of Qzone is similar to other SNSs such as Facebook including personal pages, comments, pictures and videos. In 2013, Qzone had 600 million registered users, placing it internationally in second position, with Facebook in first place (Millward, 2013a, 2013b). Commercial brands can be present in Qzone through their personal profiles or by creating events that Qzone users are invited to take part in. Many brands have created official brand pages in this SNS in recent years.

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