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What is Attention Economy

Chapter 12
Strategies and Tools for Managing Connected Consumers
Attention is the most important source of digital economy that determines the quality of corporate communication.
Published in Chapter:
The New Horizon of Public Relations: Community Management
Zeynep Genel (Okan University, Turkey)
Copyright: © 2020 |Pages: 15
DOI: 10.4018/978-1-5225-9697-4.ch012
Abstract
Consumers pay attention to other consumers' comments, advice, and interactions during the purchase decision process. Besides having a strong impact on consumers' brand decisions, these user-driven contents have an important effect on brand's online reputation, which is very important area for consumers to follow the information about the brand. Therefore, some of the public relations practices will be forced to change by this new communication eco-system. The increasing power of consumer-driven content could lead to the evolution of traditional public relations and marketing communication. Interaction and participation would be the main concepts in the coming future of public relations. Therefore, this chapter aims to explain the effect of consumers' interactions on brand's social media accounts that would lead to their brand selection decisions.
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Chapter 9
The Relationship Between Social Justice Issues and Emotional Intelligence (EI): A Literature Review
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Chapter 14
Rise of Facebook in the USA and WeChat in China: Commodification of Users
A concept where media, in a modern competitive market, tries to gain and keep the attention of the audience to its channel, newspaper or online service.
Published in Chapter: Rise of Facebook in the USA and WeChat in China: Commodification of Users; From: New Media and Visual Communication in Social Networks
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Chapter 15
Branded Entertainment Projects: Benefits, Options, and Recommendations
this concept was described by Herbert Simon. Current information overloading induces audience selective attention; so organizations compete to get audiences attention on own communication.
Published in Chapter: Branded Entertainment Projects: Benefits, Options, and Recommendations; From: Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
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Chapter 16
Initial Exploration of Cross-Generational Attitudes Towards Piracy of Chinese Online Literature
Attention economics is an approach to the management of information that treats human attention as a scarce commodity and applies economic theory to solve various information management problems ( Hasenhütl, 2018 ). The attention economy is the collective human capacity to engage with the many elements in our environments that demand mental focus. The term reflects an acknowledgment that the human capacity for attention is limited and that the content and events vying for that attention far exceed that capacity (Whatis.com, 2021).
Published in Chapter: Initial Exploration of Cross-Generational Attitudes Towards Piracy of Chinese Online Literature; From: Handbook of Research on Emerging Business Models and the New World Economic Order
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