Abstract
Previous works on the development of New Media Ontology revealed that four ontological properties, namely rules, structures, features, and biases should be seriously considered. This paper is to continue with these studies and to investigate the existence of these ontological properties in the new media specifically for digital advertising. Through a study of four popular social media platforms – Pinterest, Snapchat, Instagram, and Facebook, this paper concludes that these four ontological properties are not only available in the new media for digital advertising but also correspond to the ontological properties of New Media Ontology, contributing to its development.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Hung, E.C.K.: Towards a generalization of new media. In: International Conference on Applied Human Factors and Ergonomics, pp. 89–94. Springer, Cham (2017)
Salman, A.: Pinterest by the Numbers: Stats, Demographics & Fun Facts (2018). https://www.omnicoreagency.com/pinterest-statistics/. Accessed
Wojdynski, B.W., Evans, N.J.: Going native: effects of disclosure position and language on the recognition and evaluation of online native advertising. J. Advert. 45(2), 157–168 (2016)
Philips, B.J., Miller, J., McQuarrie, E.F.: Dreaming out loud on pinterest: new forms of indirect persuasion. Int. J. Advert. 33(4), 633–655 (2014)
Miles, J.: Instagram Power: Build Your Brand and Reach More Customers with the Power of Pictures. McGraw-Hill Education, New York, NY (2014)
Yaakop, A., Anuar, M.M., Omar, K.: Like it or not: Issue of credibility in Facebook advertising. Asian Soc. Sci. 9(3), 154 (2013)
Kaplan, A.M., Haenlein, M.: Users of the world, unite! the challenges and opportunities of Social Media. Bus. Horiz. 53(1), 59–68 (2010)
Hung, E.C.K.: An investigation of weak ontology for new media studies. In: International Conference on Applied Human Factors and Ergonomics, pp. 126–131. Springer, Cham (2017)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer International Publishing AG, part of Springer Nature
About this paper
Cite this paper
Hung, E.C.K., Chan, A.Y.T., Chan, R.C.Y. (2019). A Study of Rules, Structures, Features, and Biases in the New Media for Digital Advertising for the Development of New Media Ontology. In: Ho, A. (eds) Advances in Human Factors in Communication of Design. AHFE 2018. Advances in Intelligent Systems and Computing, vol 796. Springer, Cham. https://doi.org/10.1007/978-3-319-93888-2_9
Download citation
DOI: https://doi.org/10.1007/978-3-319-93888-2_9
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-93887-5
Online ISBN: 978-3-319-93888-2
eBook Packages: EngineeringEngineering (R0)