Existing Research and Conceptual Foundations

Sebastian Klapdor

Chapter 3 in Effectiveness of Online Marketing Campaigns, 2013, pp 29-50 from Springer

Abstract: Zusammenfassung This chapter comprises the theoretical foundation of the thesis. As the overarching theme of the dissertation is the effectiveness of online advertising, the chapter begins with a review of current knowledge in this field.

Keywords: Conceptual Foundation; Information Retrieval System; Online Advertising; Advertising Effectiveness; Elaboration Likelihood Model (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-01732-3_3

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DOI: 10.1007/978-3-658-01732-3_3

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