Digital Advertising: Theory and Research

Part I: Research Foundations
1. Revisiting the Interactive Advertising Model (IAM) after 15 Years: An Analysis of Impact and Implications
2. Network Advertising Model (NAM)
3. Trends and Opportunities for Digital Advertising Research: A Content Analysis of Advertising Age, 2000-2015
4. A Systematic Analysis of Interactive Advertising Research through a Paradigm Funnel

Part II Theory Breakthroughs
5. Digital Advertising Clutter in an Age of Mobile Media
6. Using Theory of Interactive Media Effects (TIME) to Analyze Digital Advertising
7. Personalization, Perceived Intrusiveness, Irritation, and Avoidance in Digital Advertising
8. The Role of Reversal Theory in Digital Advertising
9. Advertising (In) attention in the Digital Environment

Part III New Approaches to Research
10. Digital Advertising in a New Age: The Power of (Tele)Presence
11. Using Digital Media to Improve Public Health Communication
12. Consumers' Motivations for Lurking and Posting in Brand Communities on Social Networking Sites
13. Assessing the Financial Value of Digital Advertising: An Event Study Approach
14. Between an Ad Block and a Hard Place: Advertising Avoidance and the Digital World

Part IV Digital Media-Radiating Voices
15. Who Creates Brand-Related Content, and Why? The Interplay of Consumer Characteristics and Motivations
16. Social Media Advertising: Unraveling the Mystery Box
17. Targeted Digital Advertising and Privacy
18. Exploring Player Responses toward In-Game Advertising: The Impact of Interactivity
19. New Methods for Measuring Advertising Efficacy

Part V Evaluating Digital Advertising
20. International Digital Advertising: Lessons from Around the World.
21. A Review of Internet and Social Network Advertising Formats
22. Measuring the Efficiency of Digital Advertising
23. Health Advertising in the Digital Age: Future Trends and Challenges

Part VI Future Research Trends and Opportunities
24. The Role of Culture in Electronic Word-of-Mouth Communication
25. Immersion in Games Exemplifies Why Digital Media Create Complex Responses to Ads
26. The Advent of Virtual Direct Experience (VDE) Research in Video Games: Integrating, Augmenting, and Informing Brand-Communication Strategies in Digital/Interactive Media
27. Advertising in Video Games: An Overview and Future Research Considerations
28. Easy Loving: Understanding Affect in Social Media
29. Considerations for Application of Computational Social Science Research Approaches to Digital Advertising Research