ENGLISH

Handbook of Research on New Media Applications in Public Relations and Advertising

By Elif Esiyok

Book information

Publisher
IGI Global
Year
2020
ISBN
1799832015, 9781799832010
Language
english
Format
PDF
Filesize
12 MB (12842532 bytes)
Series
Advances in Multimedia and Interactive Technologies
Pages
572\600
Time added
2022-01-03 14:19:11

Description

As competition between companies increases, the need for effective public relations and advertising campaigns becomes imperative to the success of the business. However, with the introduction of new media, the nature of these campaigns has changed. Todays consumers have more awareness and diversified ways to obtain knowledge, and through new media, they can provide feedback. An understanding of how to utilize new media to promote and sustain the reputation of an organization is vital for its continued success. The Handbook of Research on New Media Applications in Public Relations and Advertising is a pivotal reference source that provides vital research on the application of new media tools for running successful public relations and advertising campaigns. While highlighting topics such as digital advertising, online behavior, and social networking, this book is ideally designed for public relations officers, advertisers, marketers, brand managers, communication directors, social media managers, IT consultants, researchers, academicians, students, and industry practitioners. Cover Title Page Copyright Page Book Series Editorial Advisory Board List of Contributors Table of Contents Detailed Table of Contents Foreword Preface Section 1: Economical Perspectives on New Media Chapter 1: Return on Investment of Display Advertising Chapter 2: Impacts of Economic and Institutional Dynamics on New Media Applications Penetration Chapter 3: Strict Liability of Family Leader's Rule vs. Internet Safety Regulations for Content-Related Risks Created by Minors via New Media Applications Section 2: Advertising in the Digital Age Chapter 4: Is Reality Enough for Us? Chapter 5: Advertisement Practices in Bangladesh Chapter 6: New Media and Advertising Chapter 7: Examining the Effects of Blogger Type (Influencers vs. Celebrities) and Post Format in Instagram Marketing Chapter 8: Marketing Experiential Events Through New Media Chapter 9: A Study on Influencers' Role in the Buying-Decision Process Within the Context of Word-of-Mouth Marketing Chapter 10: Variables That Affect Avoidance of Online Behavioral Advertising Chapter 11: Postmodern Discourse in Digital Advertising Section 3: Public Relations in the Digital Age Chapter 12: The Role of Augmented Reality on Public Relations and Advertising Chapter 13: Digital Storytelling and Public Relations Chapter 14: Digital Transformation in Public Relations Chapter 15: Corporate Social Responsibility in the Digital Age Chapter 16: Two-Way Interaction Feature of Social Media Tools Chapter 17: The Use of New Media Applications in Corporate Social Responsibility Chapter 18: Working With New Media on Strategic Corporate Social Responsibility Campaigns Chapter 19: Social Media as a Tool for Gastronomy Section 4: Political Communication in the Digital Age Chapter 20: Political Consumerism and Social Networking Usage Chapter 21: Political Marketing and New Media Election Campaigning Chapter 22: Making Foreign Policy Through Twitter Chapter 23: Mocking Birds “Tweeting” Section 5: New Media Applications Chapter 24: On the Spectrum of Communication Chapter 25: Gender Representation in New Media Through Global Calendar Photographs Chapter 26: New Media and New Journalism Chapter 27: New Media Research in Business and Management Fields Chapter 28: Digital Literacy in the World of Digital Natives Compilation of References About the Contributors Index

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