Communications assistant professor Qian Xu co-authored a book chapter published in “Advertising Theory,” edited by Shelly Rodgers and Esther Thorson and published by Routledge.
Xu is the co-author of the chapter “Role of technology in online persuasion – A MAIN model perspective,” which examines how four technology affordances of online interfaces – modality (M), agency (A), interactivity (I) and navigability (N) – can make a profound difference in online advertising and marketing.
According to the book’s description, “Advertising Theory” provides “detailed and current explorations of key theories in the advertising discipline. (It) gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area.”