Advertising and New Media

How Managers' Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media

“…Both small and large companies use social media in this way (Aral, Dellarocas, and Godes 2013), making the process top-down controlled. Several researchers (e.g., Brown, Broderick, and Lee 2007;Kozinets et al 2010;Spurgeon 2008;Zhao and Rosson 2009) have praised social media for having a "broadcast" nature. A shop owner applies a similar mind-set when describing her use of social media:…”

Revisiting ‘mass communication’ and the ‘work’ of the audience in the new media environment

“…Audiences today assist with the marketing of products in a variety of ways, ranging from producing commercials to engaging in online word-of-mouth endorsements, to integrating brand messages into their own communication platforms (e.g. their MySpace or Facebook pages) (Cheong and Morrison, 2008;Deuze, 2007;Spurgeon, 2008). Contemporary marketing and advertising strategy increasingly focus on taking the value of consumer 'word-of-mouth' to entirely new levels and developing new methods for encouraging consumers to do the work of the marketers and advertisers in the dissemination of brand messages.…”

Augmented or admented reality? The influence of marketing on augmented reality technologies

“…This concept is at the center of most communication and information technologies, as across these industries, companies have to subsidize one market as a loss leader, while charging the other group to generate revenue (Rochet & Tirole, 2003). The dot-com infrastructure of the 1990s laid the foundation for digital advertising (Crain, 2014;Curran, 2012), and became a dominant part of the twenty-first century media landscape (Spurgeon, 2008), as agencies continue to look for new opportunities to bring products and services to the public's attention.…”