Essays on Consumers' Attitudes toward Digital Communication
| File | Description | Size | Format | |
|---|---|---|---|---|
| 00107596-1.pdf | 2.03 MB | Adobe PDF | View/Open |
| Other Titles: | Aufsätze über die Konsumenteneinstellungen gegenüber digitaler Kommunikation | Authors: | Lütjens, Henk  |
Supervisor: | Eisenbeiss, Maik |
1. Expert: | Klein, Kristina |
Experts: | Burmann, Christoph |
Abstract: | This cumulative dissertation consists of three research paper. They all aim to give a detailed overview and analysis of the effectiveness of different forms of digital advertising, namely, online touchpoints, mobile advertising, and social media advertising. The construct "attitudes toward advertising" serves as the central measure of effectiveness. |
Keywords: | Consumer attitudes; digital communication; social media advertising; online touchpoints; mobile advertising | Issue Date: | 7-Aug-2019 | Type: | Dissertation | Secondary publication: | no | URN: | urn:nbn:de:gbv:46-00107596-15 | Institution: | Universität Bremen | Faculty: | Fachbereich 07: Wirtschaftswissenschaft (FB 07) |
| Appears in Collections: | Dissertationen |
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