TY  - THES
A3  - Wiesel, Thorsten
AB  - 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.
AU  - Leweling, Sascha
DA  - 2018
KW  - online Werbung
KW  - mobile Werbung
KW  - Display Werbung
KW  - Hidden Markov Modell
KW  - User-generated content
KW  - social shopping
KW  - online advertising
KW  - mobile advertising
KW  - display advertising
KW  - hidden Markov model
KW  - user-generated content
LA  - eng
N1  - Auch im Buchhandel erhältlich: Convincing online consumers to purchase : Empirical studies on online advertising, mobile advertising, user generated content and social shopping tools / Sascha Leweling. – Münster : Readbox Unipress, 2018. – XIII, 136 S. (Wissenschaftliche Schriften der WWU Münster : Reihe IV ; Bd. 15), ISBN 978-3-8405-0184-5, Preis: 18,20 EUR
PY  - 2018
TI  - Convincing online consumers to purchase: Empirical studies on online advertising, mobile advertising, user generated content and social shopping tools
UR  - https://nbn-resolving.org/urn:nbn:de:hbz:6-68109734122
Y2  - 2024-11-22T02:59:00
ER  -