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Convincing online consumers to purchase

Empirical studies on online advertising, mobile advertising, user generated content and social shopping tools

Sascha Leweling (Autor)

Buch

154 Seiten

2018
Westfälische Wilhelms-Universität (Verlag)
978-3-8405-0184-5 (ISBN)

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This dissertation deals with three different research questions: (1) "Can marketers improve the effectiveness of online display advertising by serving ads that match a consumer's latent interest in the firm's offering?", (2) "Can marketers improve the effectiveness of online display ads by serving ads that match the device a consumer is using?" and (3) "Do user generated content and social shopping tools facilitate purchase decisions and affect customer revenue positively?" Each research question is examined empirically in its own chapter. This thesis provides new insights for online display advertising and how it influences the consumer.

Erscheinungsdatum	03.10.2018
Reihe/Serie	Wissenschaftliche Schriften der WWU Münster IV ; 15
Verlagsort	Münster
Sprache	deutsch
Maße	148 x 210 mm
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	Display Advertising • Display Werbung • Hidden Markov Model • Hidden Markov Modell • Mobile Advertising • Mobile Werbung • Online Advertising • Online Werbung • Social Shopping • User-generated content
ISBN-10	3-8405-0184-9 / 3840501849
ISBN-13	978-3-8405-0184-5 / 9783840501845
Zustand	Neuware