Lütjens, HenkHenkLütjens2020-03-092020-03-092019-08-07https://media.suub.uni-bremen.de/handle/elib/1652This 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.enAlle Rechte vorbehaltenConsumer attitudesdigital communicationsocial media advertisingonline touchpointsmobile advertising300 Sozialwissenschaften::330 WirtschaftDissertationurn:nbn:de:gbv:46-00107596-15