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

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