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Advances in advertising research XIII = frontiers of advertising : re-considering its shapes and forms /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Advances in advertising research XIII/ edited by Daria Gunina, Martin K.J. Waiguny.
其他題名:	frontiers of advertising : re-considering its shapes and forms /
其他作者:	Gunina, Daria.
出版者:	Cham :Springer Nature Switzerland : : 2025.,
面頁冊數:	xii, 239 p. :ill., digital ;24 cm.
內容註:	- Broadening the Horizons of Advertising Research -- Transparency and Accuracy of Digital Marketing Communication in a Controversial and Expanding Industry -- Emoji Your Communication -- Do Comments Matter?- Customer Experience -- Purchase Enhancement with Virtual Try-on -- The Impact of Social Media on the Shape and Form of Public Relations and Advertising within IMC -- The Vividness Effect on Indirect Comparative Advertising Response -- Does self-care benefit from pro-social advertising?- Fem-vertised and Fem-washed Advertising on Instagram -- When Women Know the Truth -- Perceived Aesthetics and Informativeness of Luxury Fashion Web Design -- Does Science-Related Populism Impact Individuals' Vaccination Campaign Evaluations?- Product Placements in Visual Social Media.
Contained By:	Springer Nature eBook
標題:	Advertising - Congresses. -
電子資源:	https://doi.org/10.1007/978-3-658-43936-1
ISBN:	9783658439361

Advances in advertising research XIII = frontiers of advertising : re-considering its shapes and forms /
Advances in advertising research XIIIfrontiers of advertising : re-considering its shapes and forms /[electronic resource] :edited by Daria Gunina, Martin K.J. Waiguny. - Cham :Springer Nature Switzerland :2025. - xii, 239 p. :ill., digital ;24 cm. - European advertising academy,2626-0336. - European advertising academy..

- Broadening the Horizons of Advertising Research -- Transparency and Accuracy of Digital Marketing Communication in a Controversial and Expanding Industry -- Emoji Your Communication -- Do Comments Matter?- Customer Experience -- Purchase Enhancement with Virtual Try-on -- The Impact of Social Media on the Shape and Form of Public Relations and Advertising within IMC -- The Vividness Effect on Indirect Comparative Advertising Response -- Does self-care benefit from pro-social advertising?- Fem-vertised and Fem-washed Advertising on Instagram -- When Women Know the Truth -- Perceived Aesthetics and Informativeness of Luxury Fashion Web Design -- Does Science-Related Populism Impact Individuals' Vaccination Campaign Evaluations?- Product Placements in Visual Social Media.

This book provides insights into modern advertising's evolving landscape, revealing how digital innovation and social media have transformed communication strategies and consumer engagement. It addresses the crucial need to understand advertising's multifaceted nature in an era where digital platforms continually redefine brand-consumer interactions. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 20th International Conference in Advertising (ICORIA), held in Prague (Czech Republic) in June 2022. This insightful collection is designed for academic researchers, instructors, students in advertising, communication, marketing, and media management, and professionals seeking to stay ahead in the ever-evolving world of advertising. The Editors Daria Gunina is Researcher at the Faculty of Management, Prague University of Economics and Business, Czech Republic. Martin Waiguny is Academic Head and Professor of Marketing and Consumer Behaviour at the IMC University of Applied Sciences Krems, Austria.

ISBN: 9783658439361

Standard No.: 10.1007/978-3-658-43936-1doiSubjects--Topical Terms:

3722207
Advertising
--Congresses.

LC Class. No.: HF5802.5

Dewey Class. No.: 659.1

Advances in advertising research XIII = frontiers of advertising : re-considering its shapes and forms /
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