Includes bibliographical references (p. [187]-198) and index.

Advertising online : engaging consumers with Web 2.0 -- Socialcentricity and the emergence of social-media marketing -- Friendvertising : advertising and brand building with social networks -- Advertising in the imagination : social virtual networks and the "vlobalization" of brands -- From moments to minutes : advertising with social play -- Influence the influencers : building brands with social news media -- Citizen advertising : consumer-told brand folklore -- In my opinion : the social influence of consumer product reviews -- Social fiction : branding with alternate reality games -- Ads in play : immersing brands in and around social games -- Social media impact : balancing metrics and insight for advertising success.