describes, criticizes and evaluates 26 digital
innovations that are used in media and
communication. Innovations that are not hypes,
but that were implemented to reach permanent
changes in media and communication. The
innovations are supported by testimonials of
professionals in the field and the scientific
foundation of their mechanism of action. The
impact and professional, scientific and social
challenges coming with these innovations are
discussed.
Reading this book will render deep insights into
how innovative digital media can be used to
influence buying behavior and decision-making.
This book answers questions such as "How do
I create a strong brand story?", "What are the
effects of serious gaming?", "How can we use
VR in our communication?", "How do consumers
process emotional stories?" and "Is persuasion
profiling unethical?". The answers to these
questions are not only based on the authors
knowledge and research, but each innovation is
also discussed by top experts on that specific
innovation.
. extensive overview of all major mediainnovations
. exploring the current and future mediascape
. providing information on how to apply these
innovations