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.
General
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