Convincing online consumers to purchase

Beschreibung

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.

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Sascha Leweling

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online Werbung mobile Werbung Display Werbung Hidden Markov Modell User-generated content social shopping online advertising mobile advertising display advertising hidden Markov model user-generated content

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