Digital Advertising and Consumer Behavior
暫譯: 數位廣告與消費者行為

本書旨在探討數位視頻廣告在當代各種視頻格式中的實際應用。它系統性地探索了先進廣告技術的貢獻，包括360度視頻、虛擬實境、擴增實境、混合實境、3D和2D視頻格式、人工智慧、區塊鏈技術、高畫質（HD）視頻以及杜比環繞聲，這些技術在提升消費者體驗和參與度方面的作用。本書提供了可行的見解，涵蓋視覺佈局策略和沉浸式設計原則，成為廣告設計機構、創意專業人士以及參與數位和3D視頻廣告的專家小組的重要參考資料。此外，本書還為從事遊戲化、虛擬實境和擴增實境研究的研究人員提供了全面的知識資源，並呈現了廣告技術的最新研究成果。通過概述新興趨勢並提出未來研究方向，本書為尋求在數位視頻廣告及相關廣告技術領域進行研究的研究生和博士生提供了重要的學術價值。本書分為三個相互關聯的部分。第一部分建立了社會證明和社交媒體驅動的消費者決策影響的概念基礎。本部分的章節分析了社交媒體行銷策略、品牌認知創造的機制、錯失恐懼（FOMO）的角色，以及塑造消費者行為的數位影響動態。第二部分專注於重新定義數位視頻廣告實踐的技術進步。它探討了沉浸式和數據驅動的格式，如虛擬實境、擴增實境、短視頻廣告、基於元宇宙的產品演示以及先進的視頻分析。最後一部分通過消費者認知、倫理和參與的視角檢視有效的數位視頻廣告策略。主要主題包括遊戲化、體育行銷中的3D視頻廣告、數位雙胞胎、擴展實境（XR）技術，以及與人工智慧和數據分析相關的倫理問題。

Nirma Jayawardena is Assistant Professor in Marketing at the University of Bradford, UK. She holds a BSc in Business Management (First-Class Honours) from NSBM Green University, Sri Lanka, and an MBA in International Business from the University of Colombo, Sri Lanka. She also completed a Graduate Diploma in Business Research and a PhD in Marketing at Griffith University, Australia. Her research interests include consumer psychology, consumer social cognition, digital video advertising, and experimental research methods.

Sara Quach is Associate Professor in Marketing at Griffith University, Australia, and has been recognised as the Rising Star in the Marketing Discipline 2020 by The Australian. She has published over 80 A-ranked journal articles since 2015 (ABDC). Her research has been published in leading marketing journals including but not limited to the Journal of the Academy of Marketing Science, Industrial Marketing Management, European Journal of Marketing, Journal of Business Research, Journal of Retailing and Consumer Services, Journal of Business and Industrial Marketing, Journal of Strategic Marketing, and Marketing Intelligence and Planning.

Park Thaichon is Associate Professor of Marketing at the University of Southern Queensland, and an Adjunct Associate Professor of Marketing at the Griffith Asia Institute, Griffith University. His research, teaching, and consulting focus are on digital marketing, AI, technology, relationship marketing, and consumer behaviour. He has been appointed to various leadership roles in research, learning and teaching, student recruitment and agent engagements, and academic community service. He is open to research collaboration, consulting projects, and commercial research. He has been working with organisations such as Australia- ASEAN Council, the Commonwealth Scientific and Industrial Research Organisation, Data61 Business Unit, AGL Energy Ltd, True Corporation Ltd, Nhon Trach New Industry City Ltd, among others.

Abhishek Behl is Associate Professor at Keele Business School, Keele University, UK, where his area of research interest is Information Systems and Management. He has earned his second PhD from Indian Institute of Technology, Bombay, where his research is in the area of crowdfunding and gamification. He is a winner of the prestigious 'Naik and Rastogi Award for excellence in PhD' from IIT Bombay. He has taught subjects like business analytics, marketing analytics, gamification, marketing research, and qualitative data analytics. He has also served as a Senior Manager - Research at Centre for Innovation Incubation and Entrepreneurship, IIM Ahmedabad. His research is in the area of business analytics and decision sciences with a focus on gamification, stakeholder engagement, sustainability, and e-commerce start-ups.

Nirma Jayawardena 是英國布拉德福德大學的行銷助理教授。她擁有斯里蘭卡NSBM綠色大學的商業管理學士學位（榮譽一級），以及斯里蘭卡科倫坡大學的國際商業MBA學位。她還在澳大利亞格里菲斯大學完成了商業研究研究生文憑和行銷博士學位。她的研究興趣包括消費者心理學、消費者社會認知、數位視頻廣告和實驗研究方法。

Sara Quach 是澳大利亞格里菲斯大學的行銷副教授，並於2020年被《澳大利亞人報》評選為行銷領域的明日之星。自2015年以來，她已發表超過80篇A級期刊文章（ABDC）。她的研究已發表在多個領先的行銷期刊上，包括但不限於《行銷科學學會期刊》、《工業行銷管理》、《歐洲行銷期刊》、《商業研究期刊》、《零售與消費者服務期刊》、《商業與工業行銷期刊》、《戰略行銷期刊》和《行銷情報與規劃》。

Park Thaichon 是南昆士蘭大學的行銷副教授，並擔任格里菲斯亞洲研究所的兼任副教授。他的研究、教學和諮詢重點在於數位行銷、人工智慧、技術、關係行銷和消費者行為。他在研究、學習與教學、學生招募和代理商互動以及學術社區服務等多個領導角色中被任命。他對研究合作、諮詢項目和商業研究持開放態度。他曾與澳大利亞-東盟理事會、英聯邦科學與工業研究組織、Data61商業單位、AGL能源有限公司、True Corporation有限公司、Nhon Trach新工業城有限公司等組織合作。

Abhishek Behl 是英國基爾大學基爾商學院的副教授，他的研究興趣領域是資訊系統與管理。他在印度孟買理工學院獲得第二個博士學位，研究領域為群眾募資和遊戲化。他是孟買理工學院頒發的「Naik和Rastogi博士學位卓越獎」的得主。他教授的科目包括商業分析、行銷分析、遊戲化、行銷研究和定性數據分析。他還曾擔任印度管理學院艾哈邁達巴德創新孵化與創業中心的高級經理-研究。他的研究領域為商業分析和決策科學，重點在於遊戲化、利益相關者參與、可持續性和電子商務初創企業。