Iain MacRury is Professor of Media and Communication at the University of Stirling, UK.Danae Manika is Professor of Marketing & Business Education at Brunel Business School, Brunel University London, UK.

• List of contributors AcknowledgementsChapter 1: Introduction: Advertising at a junctureIain MacRury and Danae ManikaPart I: Key Themes, histories, and futuresChapter 2: Digital advertising histories and futures: Approaching the Fourth Industrial RevolutionIain MacRuryChapter 3: Augmented reality in advertising: Managing expectations in agency-client relationships around the use of emerging technologiesSyarifah Nurleyana Wafa, Julie Bilby, Lukas ParkerChapter 4: The role of the archive: How solutions are arrived at in an online workscapeHelen Powell and Paul SpringerChapter 5: Sustainable digital advertising and greenwashingFiona Cownie and RutherfordChapter 6: Hurdles to efficient digital marketingArpita Agnihotri, Saurabh Bhattacharya, and Natalia YannopoulouPart II: New formsChapter 7: Advergaming: Context and definitionsEd VollansChapter 8: Online culture spaces in offline commercial places: Challenging meaning and boundaries through memes and advertisingVictoria EstevesChapter 9: Native advertising: concepts, theory, and practiceJoyce Costello and Rufus AdebayoChapter 10: There’s an app for that! Strategic marketing in a digital eraLinda Brennan and Lukas ParkerChapter 11: The hidden persuaders in your entertainment? A case of branded entertainment in South KoreaHyunsun YoonChapter 12: The Digital Advertising Machine: Programmatic and its vicissitudesIain MacRuryPart III: Audiences, consumers, and dataChapter 13: Engagement at first sight: Persuasive potential of interactive health campaigns and target audience factorsJeeyun Oh and Soya NahChapter 14: Too much information? Consumer attitudes to data, privacy, and digital advertising in Hong Kong and AustraliaJulie Bilby and Vicky Wing Kei NgChapter 15: The power and responsibility of AI advertising and the customer journeyKate Letheren , Hyun Seung “HS” Jin, and Gayle KerrPart IV: Sectors and case studiesChapter 16: Identifying the forms of digital food advertising content and their effects on food well-being in the phygital ageWided BatatChapter 17: The assessment of tourism advertising effects: An introduction of AIDEA modelLisheng WengChapter 18: Digital drug marketing: Current research and a new agendaJennifer Gerard Ball, Ilwoo Ju and Yuhui ZhuPart V: Regulating digital advertising and promotional communicationChapter 19: Branded content, Influencers, and Generation Z: Legal strategies considered in Spain's new general law on audiovisual communicationPatricia Núñez Gómez, Celia Rangel-Perez, and Ainhoa Garcia RiveroChapter 20: Digital advertising and EU digital regulationZihao LiChapter 21: Identifying digital advertising: paradoxes and problems in governanceJonathan Hardy

Iain MacRury is Professor of Media and Communication at the University of Stirling, UK.Danae Manika is Professor of Marketing & Business Education at Brunel Business School, Brunel University London, UK.

• List of contributors AcknowledgementsChapter 1: Introduction: Advertising at a junctureIain MacRury and Danae ManikaPart I: Key Themes, histories, and futuresChapter 2: Digital advertising histories and futures: Approaching the Fourth Industrial RevolutionIain MacRuryChapter 3: Augmented reality in advertising: Managing expectations in agency-client relationships around the use of emerging technologiesSyarifah Nurleyana Wafa, Julie Bilby, Lukas ParkerChapter 4: The role of the archive: How solutions are arrived at in an online workscapeHelen Powell and Paul SpringerChapter 5: Sustainable digital advertising and greenwashingFiona Cownie and RutherfordChapter 6: Hurdles to efficient digital marketingArpita Agnihotri, Saurabh Bhattacharya, and Natalia YannopoulouPart II: New formsChapter 7: Advergaming: Context and definitionsEd VollansChapter 8: Online culture spaces in offline commercial places: Challenging meaning and boundaries through memes and advertisingVictoria EstevesChapter 9: Native advertising: concepts, theory, and practiceJoyce Costello and Rufus AdebayoChapter 10: There’s an app for that! Strategic marketing in a digital eraLinda Brennan and Lukas ParkerChapter 11: The hidden persuaders in your entertainment? A case of branded entertainment in South KoreaHyunsun YoonChapter 12: The Digital Advertising Machine: Programmatic and its vicissitudesIain MacRuryPart III: Audiences, consumers, and dataChapter 13: Engagement at first sight: Persuasive potential of interactive health campaigns and target audience factorsJeeyun Oh and Soya NahChapter 14: Too much information? Consumer attitudes to data, privacy, and digital advertising in Hong Kong and AustraliaJulie Bilby and Vicky Wing Kei NgChapter 15: The power and responsibility of AI advertising and the customer journeyKate Letheren , Hyun Seung “HS” Jin, and Gayle KerrPart IV: Sectors and case studiesChapter 16: Identifying the forms of digital food advertising content and their effects on food well-being in the phygital ageWided BatatChapter 17: The assessment of tourism advertising effects: An introduction of AIDEA modelLisheng WengChapter 18: Digital drug marketing: Current research and a new agendaJennifer Gerard Ball, Ilwoo Ju and Yuhui ZhuPart V: Regulating digital advertising and promotional communicationChapter 19: Branded content, Influencers, and Generation Z: Legal strategies considered in Spain's new general law on audiovisual communicationPatricia Núñez Gómez, Celia Rangel-Perez, and Ainhoa Garcia RiveroChapter 20: Digital advertising and EU digital regulationZihao LiChapter 21: Identifying digital advertising: paradoxes and problems in governanceJonathan Hardy

Iain MacRury is Professor of Media and Communication at the University of Stirling, UK.Danae Manika is Professor of Marketing & Business Education at Brunel Business School, Brunel University London, UK.

• List of contributors AcknowledgementsChapter 1: Introduction: Advertising at a junctureIain MacRury and Danae ManikaPart I: Key Themes, histories, and futuresChapter 2: Digital advertising histories and futures: Approaching the Fourth Industrial RevolutionIain MacRuryChapter 3: Augmented reality in advertising: Managing expectations in agency-client relationships around the use of emerging technologiesSyarifah Nurleyana Wafa, Julie Bilby, Lukas ParkerChapter 4: The role of the archive: How solutions are arrived at in an online workscapeHelen Powell and Paul SpringerChapter 5: Sustainable digital advertising and greenwashingFiona Cownie and RutherfordChapter 6: Hurdles to efficient digital marketingArpita Agnihotri, Saurabh Bhattacharya, and Natalia YannopoulouPart II: New formsChapter 7: Advergaming: Context and definitionsEd VollansChapter 8: Online culture spaces in offline commercial places: Challenging meaning and boundaries through memes and advertisingVictoria EstevesChapter 9: Native advertising: concepts, theory, and practiceJoyce Costello and Rufus AdebayoChapter 10: There’s an app for that! Strategic marketing in a digital eraLinda Brennan and Lukas ParkerChapter 11: The hidden persuaders in your entertainment? A case of branded entertainment in South KoreaHyunsun YoonChapter 12: The Digital Advertising Machine: Programmatic and its vicissitudesIain MacRuryPart III: Audiences, consumers, and dataChapter 13: Engagement at first sight: Persuasive potential of interactive health campaigns and target audience factorsJeeyun Oh and Soya NahChapter 14: Too much information? Consumer attitudes to data, privacy, and digital advertising in Hong Kong and AustraliaJulie Bilby and Vicky Wing Kei NgChapter 15: The power and responsibility of AI advertising and the customer journeyKate Letheren , Hyun Seung “HS” Jin, and Gayle KerrPart IV: Sectors and case studiesChapter 16: Identifying the forms of digital food advertising content and their effects on food well-being in the phygital ageWided BatatChapter 17: The assessment of tourism advertising effects: An introduction of AIDEA modelLisheng WengChapter 18: Digital drug marketing: Current research and a new agendaJennifer Gerard Ball, Ilwoo Ju and Yuhui ZhuPart V: Regulating digital advertising and promotional communicationChapter 19: Branded content, Influencers, and Generation Z: Legal strategies considered in Spain's new general law on audiovisual communicationPatricia Núñez Gómez, Celia Rangel-Perez, and Ainhoa Garcia RiveroChapter 20: Digital advertising and EU digital regulationZihao LiChapter 21: Identifying digital advertising: paradoxes and problems in governanceJonathan Hardy