European Advertising Academy: Power to Consumers

Cauberghe, Verolien; Hudders, Liselot; Eisend, Martin

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.

Details

Published by: Springer Gabler

Publication Date: 2018-12-25

Format: Paperback

ISBN-13: 9783658248666

DOI: 10.1007/978-3-658-22681-7

Dimensions: 210cm x148cm

Pages: 353