Essays on Consumers' Attitudes toward Digital Communication

http://nbn-resolving.de/urn:nbn:de:gbv:46-00107596-15
https://elib.suub.uni-bremen.de/peid=D00107596
https://elib.suub.uni-bremen.de/edocs/00107596-1.pdf
urn:nbn:de:gbv:46-00107596-15
Lütjens, Henk
2019
Universität Bremen: Wirtschaftswissenschaften
Dissertation
Consumer attitudes, digital communication, social media advertising, online touchpoints, mobile advertising
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.
DDC
330
2019.08.14/13:10:53
Essays on Consumers' Attitudes toward Digital Communication
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