Beschreibung
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
