| Recommended Reading List |
Ford, J. B. (2021). New Advances in Advertising Research.Okazaki, S. (Ed.). (2011). Advances in advertising research (Vol. 2): Breaking new ground in theory and practice. Springer Science & Business Media.Verlegh, P., Voorveld, H., & Eisend, M. (Eds.). (2015). Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative. Springer.Rosengren, S., Dahlén, M., & Okazaki, S. (Eds.). (2013). Advances in Advertising Research (Vol. IV): The Changing Roles of Advertising. Springer Science & Business Media.Langner, T., Okazaki, S., & Eisend, M. (Eds.). (2012). Advances in Advertising Research (Vol. III): Current Insights and Future Trends. Springer Science & Business Media.Banks, I. B., De Pelsmacker, P., & Okazaki, S. (Eds.). (2014). Advances in Advertising Research (Vol. V): Extending the Boundaries of Advertising (Vol. 5). Springer.Cauberghe, V., Hudders, L., & Eisend, M. (Eds.). (2018). Advances in Advertising Research IX: Power to Consumers. Springer.Bigne, E., & Rosengren, S. (2019). Advances in Advertising Research X. Springer Fachmedien Wiesbaden.Lee, H., & Cho, C. H. (2020). Digital advertising: present and future prospects. International Journal of Advertising, 39(3), 332-341.Taylor, C. R., & Carlson, L. (2021). The future of advertising research: new directions and research needs. Journal of Marketing Theory and Practice, 29(1), 51-62. |
| Catalog Content |
Course outline: Digital media, Active audience, Interactivity, User generated content, Crowd-based power, transformation of advertising, user generated content, Ad formats in digital advertising, Content consumption-sharing-creation, Personalization, Targeting, User privacy, Advertising research, Advertising models, Emerging consumer and technology trends, Emerging research approaches, Data collection on the internet, Computational social science, Data collection practice. |
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