Table of Contents Preface.................................................................................................................................................. xx Acknowledgment..............................................................................................................................xxix Section 1 New Media Channels, Advertising Production, and Media Planning Strategies in the Social Media Age Chapter 1 AModelforMind-DeviceDialecticandtheFutureofAdvertisingintheSocialMediaAge............... 1 Recep Yilmaz, Ondokuz Mayis University, Turkey Nurdan Oncel Taskiran, Ondokuz Mayis University, Turkey Chapter 2 GamificationandSocialMediaasToolsforTourismPromotion........................................................ 17 Magdalena Kachniewska, Warsaw School of Economics, Poland Chapter 3 SocialMediaasanAdvertisementTool:StrategicalNeedofBeingMoreExperiential...................... 52 Füsun Topsümer, Ege University, Turkey Dincer Yarkin, Gediz University, Turkey Chapter 4 AdvertisinginGames:AdvergamingApplicationsintheTourismIndustry....................................... 64 Evrim Celtek, Gaziosmanpasa University, Turkey. Chapter 5 TheOrganizationalStructureofAdvertisingAgenciesandNewDirections....................................... 90 Pinar Altiok Gürel, Beykent University, Turkey Talat Firlar, Beykent University, Turkey Nursen Firlar, Gelisim University, Turkey Chapter 6 On-LineMediaPlanningandOn-LineMediaCommonMeasurementCurrencies........................... 105 Bilgen Basal, Yeditepe University, Turkey Chapter 7 AugmentedRealityAdvertisementsinTourismMarketing............................................................... 125 Evrim Celtek, Gaziosmanpasa University, Turkey Section 2 Marketing Communication Strategies in Social Media Chapter 8 TheStrategicPlanningProcessofSocialMediaAdvertisingintheContextofIntegrated MarketingCommunication................................................................................................................. 148 Füsun Topsümer, Ege University, Turkey Dincer Yarkin, Gediz University, Turkey Chapter 9 AdvertisingintheWorldofSocialMedia-BasedBrandCommunities.............................................. 160 Mohammad Reza Habibi, California State University – Fullerton, USA Michel Laroche, Concordia University, Canada Marie-Odile Richard, State University of New York Polytechnic Institute, USA Chapter 10 TheRoleofSocialMediainInternationalAdvertising...................................................................... 171 Kijpokin Kasemsap, Suan Sunandha Rajabhat University, Thailand Chapter 11 CorporateAdvertisingattheAgeofSocialMedia............................................................................. 197 Ercan Aktan, Aksaray University, Turkey Mehmet Nejat Ozupek, Selcuk University, Turkey Chapter 12 IdentityIsWhatWeSell..................................................................................................................... 213 Anette Horn, University of the Witwatersrand, South Africa Peter Horn, University of the Witwatersrand, South Africa Chapter 13 Effective,Privacy-FirstDisplayAdvertising:AmbientIntelligenceforOnlineAmbient Environments...................................................................................................................................... 223 Ratko Orlandic, Gorsel, Inc., USA Chapter 14 TheRoleoftheMassMediaonShapingthePublicOpinionabouttheEnlargementofthe EuropeanUnion.................................................................................................................................. 248 Ebru Nergiz, Istanbul Gelisim University, Turkey Chapter 15 TurkishHealthcareIndustryPromotionalPracticesandDigitalEra.................................................. 265 Bilgen Basal, Yeditepe University, Turkey Section 3 Social Media Uses, Advertising Discourses, Their Social Impacts, and Ethics Chapter 16 TheInfluenceofPerceivedInteractivityofSocialMediaAdvertisingandVoluntary Self-DisclosureonAttitudesandIntentionstoPass-Along................................................................ 285 Shu-Chuan Chu, DePaul University, USA Yeuseung Kim, DePaul University, USA Chapter 17 EmployingaMixedMethodtoExploreMobileSocialMediaUsers’BigDataPrivacyConcerns... 302 Kenneth C. C. Yang, The University of Texas – El Paso, USA Yowei Kang, Kainan University, Taiwan Chapter 18 AdvertisingEthicsintheSocialMediaAge....................................................................................... 321 Tanses Yasemin Gülsoy, Beykent University, Turkey Chapter 19 DynamicNarrativeAlignment:RhetoricinCommunity-DrivenSocialMediaManagement........... 339 Sophie Wrobel, avesophos.de, Germany John Kellden, Conversation Labs, Sweden Chapter 20 SubliminalAdvertisinganditsEthicalDimensionsintheSocialMediaAge................................... 368 Meral Elci, Gebze Technical University, Turkey Arzu Sert, Gebze Technical University, Turkey Chapter 21 DigitalAdvertisingPracticesanditsImpactsonStudents:AnApplicationinthePublicand PrivateUniversitiesinTurkey............................................................................................................. 388 Ibrahim Kircova, Yıldız Technical University, Turkey Dilaysu Cinar, Beykent University, Turkey Chapter 22 TheUseofMythsasanAdvertisementStrategyattheAgeofSocialMedia.................................... 406 Ugur Kilinc, Kocaeli University, Turkey Chapter 23 DoesSocialMediaMarketingImproveBusinessPerformance?........................................................ 416 Tanses Yasemin Gülsoy, Beykent University, Turkey Compilation of References............................................................................................................... 440 About the Contributors.................................................................................................................... 500 Index................................................................................................................................................... 507 .

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