Digital Advertising Theory

"This volume takes on the challenging task of theorizing about rapidly changing technologies. It provides many a theoretical lens with which to view the evolving landscape of AI-powered digital advertising. By focusing on core concepts such as interactivity, immersion, and personalization, it helps us to think theoretically about current and future developments in creation, dissemination, reception, and persuasion of advertising appeals."

S. Shyam Sundar, The Pennsylvania State University, USA

"While many fundamentals of communication remain, the rapidly changing media context necessities constant reevaluation of applications. As now people live in media, Digital Advertising Theory (4th edition) is an essential update to spur our thinking about how advertising works in the digital ecosystem. This new edition continues the excellent work of the prior versions, bringing together academicians and practitioners to discuss important theoretical perspectives through which to see and applications of those ideas to advertising practice. It's a valuable resource for the classroom and the workplace."

Eric Haley, University of Tennessee, USA

"The radical transformation of the advertising industry requires fresh insights and new perspectives on how to reach audiences. Digital Advertising Theory provides actionable and integrated theories and practices to create engagement and impact in this new ecosystem. Marketers have much to gain by understanding the use of AI, augmented reality, trans-media branding, social media, search engine advertising and more by reading this influential book."

Debbie MacInnis, University of Southern California, USA

"Digital Advertising Theory, 4th Edition, explores how AI, augmented reality, and real-time analytics are redefining advertising’s core principles and practices. This thoroughly updated volume offers fresh perspectives into personalization, immersive technologies, and transmedia branding, while critically revisiting foundational theories in today’s dynamic digital environment. Offering research-driven insights and practical guidance, it equips scholars, students, and professionals to navigate the complexities of an interactive, data-driven advertising ecosystem."

Hong Cheng, Southern Illinois University Carbondale, USA

"Bringing together the classic pillars of advertising theory with timely developments such as artificial intelligence, augmented and extended reality, and real-time social media analytics, this book offers a comprehensive, rigorous, and theoretically rich reflection on advertising in the digital world. It compellingly demonstrates how theory provides the conceptual tools needed to explain, predict, and critically evaluate digital advertising’s evolving forms and effects. Readers will encounter a captivating dose of top-tier research spanning diverse topics, offering a stellar illustration of how advertising scholarship maps, explains, and deepens our understanding of digital communication effects. Highly recommended for both scholarly inquiry and professional practice."

Jörg Matthes, University of Vienna, Austria