This book addresses challenges and opportunities in research and management related to new
advertising and consumer practices in a converging media society. It specifically relates to
the increasing power of consumers in the (digital) marketing process and discusses the
challenges this may bring to advertisers. Advances in Advertising Research are published by the
European Advertising Academy (EAA). This volume is a selective collection of research presented
at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium)
in June 2017. The conference gathered more than 160 participants from over 30 countries all
over the world.
