Convincing online consumers to purchase: Empirical studies on online advertising, mobile advertising, user generated content and social shopping tools
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
Münster
WWU
[2018]
|
| Schriftenreihe: | Wissenschaftliche Schriften der WWU Münster. Reihe IV
Band 15 |
| Schlagworte: | |
| Online-Zugang: | Volltext Inhaltsverzeichnis |
| Beschreibung: | XIII, 136 Seiten Diagramme |
| ISBN: | 9783840501845 3840501849 |
Internformat
MARC
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| 100 | 1 | |a Leweling, Sascha |d 1985- |e Verfasser |0 (DE-588)1167199588 |4 aut | |
| 245 | 1 | 0 | |a Convincing online consumers to purchase |b Empirical studies on online advertising, mobile advertising, user generated content and social shopping tools |c Sascha Leweling |
| 264 | 1 | |a Münster |b WWU |c [2018] | |
| 300 | |a XIII, 136 Seiten |b Diagramme | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 1 | |a Wissenschaftliche Schriften der WWU Münster. Reihe IV |v Band 15 | |
| 502 | |b Dissertation |c Universität Münster |d 2017 | ||
| 650 | 0 | 7 | |a Mobiles Internet |0 (DE-588)7627927-3 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Electronic Shopping |0 (DE-588)4215399-2 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Kundenorientierung |0 (DE-588)4316837-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Online-Werbung |0 (DE-588)7636951-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Zielgruppe |0 (DE-588)4117714-9 |2 gnd |9 rswk-swf |
| 653 | |a online Werbung | ||
| 653 | |a mobile Werbung | ||
| 653 | |a Display Werbung | ||
| 653 | |a Hidden Markov Modell | ||
| 653 | |a User-generated content | ||
| 653 | |a social shopping | ||
| 653 | |a online advertising | ||
| 653 | |a mobile advertising | ||
| 653 | |a display advertising | ||
| 653 | |a hidden Markov model | ||
| 653 | |a user-generated content | ||
| 655 | 7 | |0 (DE-588)4113937-9 |a Hochschulschrift |2 gnd-content | |
| 689 | 0 | 0 | |a Electronic Shopping |0 (DE-588)4215399-2 |D s |
| 689 | 0 | 1 | |a Online-Werbung |0 (DE-588)7636951-1 |D s |
| 689 | 0 | 2 | |a Mobiles Internet |0 (DE-588)7627927-3 |D s |
| 689 | 0 | 3 | |a Kundenorientierung |0 (DE-588)4316837-1 |D s |
| 689 | 0 | 4 | |a Zielgruppe |0 (DE-588)4117714-9 |D s |
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| 830 | 0 | |a Wissenschaftliche Schriften der WWU Münster. Reihe IV |v Band 15 |w (DE-604)BV037255919 |9 15 | |
| 856 | 4 | 1 | |u https://nbn-resolving.org/urn:nbn:de:hbz:6-68109734122 |x Resolving-System |z kostenfrei |3 Volltext |
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| 912 | |a ebook | ||
| 999 | |a oai:aleph.bib-bvb.de:BVB01-030605350 | ||
Datensatz im Suchindex
| _version_ | 1804178932262502400 |
|---|---|
| adam_text | TABLE OF CONTENTS
LIST OF
FIGURES......................................................................................................
XI
LIST OF
TABLES.....................................................................................................
XIII
1
INTRODUCTION.....................................................................................................
1
2 EFFECT OF AD CHARACTERISTICS AND TARGETING OPTIONS ON DISPLAY AD
EFFECTIVENESS......................................................................................................
7
2.1
INTRODUCTION................................................................................................
7
2.2 LITERATURE
REVIEW........................................................................................
9
2.3 CONCEPTUAL MODEL AND MODELING APPROACH
.............................................
15
2.3.1 INITIAL STATE
PROBABILITIES............................................
.
................
17
2.3.2 TRANSITION
MATRIX...........................................................................17
2.3.3 PROBABILITY TO
REACT.......................................................................19
2.3.4 LIKELIHOOD FUNCTION
.....................................................................
20
2.3.5
ENDOGENEITY.................................................................................21
2.3.6 RECOVERING STATE MEMBERSHIP
.....................................................
23
2.3.7 MODEL
ESTIMATION.........................................................................23
2.4
DATA...........................................................................................................
29
2.5
RESULTS.......................................................................................................32
2.5.1 NUMBER OF
STATES..........................................................................32
2.5.2 PARAMETER ESTIMATES
....................................................................
32
2.5.3 COMPARISON TO OTHER
MODELS....................................................... 37
2.5.4 SCENARIO
ANALYSES.........................................................................37
2.6
SUMMARY..................................................................................................
43
2.6.1 GENERAL DISCUSSION
......................................................................
43
2.6.2 MANAGERIAL IMPLICATIONS
.............................................................
44
2.6.3 LIMITATIONS AND FURTHER
RESEARCH.................................................44
3 USER DEVICE AND AD RESPONSE: THE MODERATING ROLE OF AD POSITION
..........
47
3.1
INTRODUCTION..............................................................................................
47
3.2 DIFFERENCES BETWEEN THE MOBILE AND TRADITIONAL ONLINE CHANNEL
...........
48
3.2.1 DIFFERENCE IN USAGE SITUATION
......................................................
49
3.2.2 DIFFERENCE IN TECHNOLOGICAL FEATURES
..........................................
49
3.2.3 DIFFERENCE IN CONSUMERS* REACTIONS TO ADVERTISING
....................
50
3.3 CONCEPTUAL FRAMEWORK AND HYPOTHESES
.................................................
52
3.4 STUDY
DESIGN.............................................................................................55
3.4.1 DATA COLLECTION
.............................................................................
58
3.4.2 DATA DESCRIPTION
...........................................................................
58
3.4.3 RESEARCH M ETHOD
.........................................................................
61
3.5
RESULTS.......................................................................................................
64
3.6 ROBUSTNESS
CHECK.....................................................................................68
3.7 MODEL
EVALUATION......................................................................................71
3.8
DISCUSSION.................................................................................................
73
4 VALUE OF USER GENERATED CONTENT AND SOCIAL SHOPPING TOOLS
.....................
75
4.1
INTRODUCTION..............................................................................................
75
4.2 CONCEPTUAL BACKGROUND
...........................................................................
77
4.2.1 LITERATURE
REVIEW..........................................................................
77
4.2.2
HYPOTHESES...................................................................................79
4.3
DATA............................................................................................................82
4.4 RESEARCH METHOD - PROPENSITY SCORE MATCHING
......................................
83
4.4.1 AVERAGE TREATMENT EFFECT AND
ASSUMPTIONS.................................83
4.4.2 CONTROLLING FOR SELECTION
BIAS......................................................84
4.4.3 ESTIMATING THE TREATMENT EFFECT
..................................................
91
4.5
RESULTS.......................................................................................................
91
4.5.1 CHARACTERISTICS OF USERS OF USER GENERATED CONTENT
....................
91
4.5.2 EFFECTS OF USER GENERATED CONTENT ON CUSTOMER
REVENUE AND SHARE OF PRODUCT RETURNS
.........................................
94
4.5.3 HETEROGENEITY
..............................................................................
95
4.5.4 ROBUSTNESS CHECK - SENSITIVITY ANALYSIS
....................................
97
4.6
DISCUSSION.................................................................................................
98
4.6.1 SUMMARY AND MANAGERIAL IMPLICATIONS
.........................
98
4.6.2 LIMITATIONS AND FUTURE
RESEARCH.................................................100
5 GENERAL
DISCUSSION.......................................................................................
103
5.1 STUDY 1: EFFECT OF AD CHARACTERISTICS AND TARGETING OPTIONS ON
DISPLAY AD
EFFECTIVENESS TAKING THE UNOBSERVABLE INTEREST INTO
ACCOUNT.....................104
5.2 STUDY 2: USER DEVICE AND AD RESPONSE: THE MODERATING ROLE OF
AD
POSITION...............................................................................................105
5.3 STUDY 3: VALUE OF USER GENERATED CONTENT AND SOCIAL SHOPPING TOOLS.
106
5.4 OUTLOOK TO THE
FUTURE..............................................................................
107
APPENDIX A: SIMULATION
STUDY........................................................................109
APPENDIX B: FACTOR
ANALYSIS...........................................................................
115
REFERENCES..........................................................................................................
121
|
| any_adam_object | 1 |
| author | Leweling, Sascha 1985- |
| author_GND | (DE-588)1167199588 |
| author_facet | Leweling, Sascha 1985- |
| author_role | aut |
| author_sort | Leweling, Sascha 1985- |
| author_variant | s l sl |
| building | Verbundindex |
| bvnumber | BV045216666 |
| classification_rvk | QP 632 QP 650 |
| collection | ebook |
| ctrlnum | (OCoLC)1055841008 (DE-599)DNB1164512714 |
| discipline | Wirtschaftswissenschaften |
| format | Thesis Book |
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| genre_facet | Hochschulschrift |
| id | DE-604.BV045216666 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T08:11:49Z |
| institution | BVB |
| institution_GND | (DE-588)5091030-9 |
| isbn | 9783840501845 3840501849 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-030605350 |
| oclc_num | 1055841008 |
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| owner | DE-703 DE-N2 DE-355 DE-BY-UBR DE-12 |
| owner_facet | DE-703 DE-N2 DE-355 DE-BY-UBR DE-12 |
| physical | XIII, 136 Seiten Diagramme |
| psigel | ebook |
| publishDate | 2018 |
| publishDateSearch | 2018 |
| publishDateSort | 2018 |
| publisher | WWU |
| record_format | marc |
| series | Wissenschaftliche Schriften der WWU Münster. Reihe IV |
| series2 | Wissenschaftliche Schriften der WWU Münster. Reihe IV |
| spelling | Leweling, Sascha 1985- Verfasser (DE-588)1167199588 aut Convincing online consumers to purchase Empirical studies on online advertising, mobile advertising, user generated content and social shopping tools Sascha Leweling Münster WWU [2018] XIII, 136 Seiten Diagramme txt rdacontent n rdamedia nc rdacarrier Wissenschaftliche Schriften der WWU Münster. Reihe IV Band 15 Dissertation Universität Münster 2017 Mobiles Internet (DE-588)7627927-3 gnd rswk-swf Electronic Shopping (DE-588)4215399-2 gnd rswk-swf Kundenorientierung (DE-588)4316837-1 gnd rswk-swf Online-Werbung (DE-588)7636951-1 gnd rswk-swf Zielgruppe (DE-588)4117714-9 gnd rswk-swf 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 (DE-588)4113937-9 Hochschulschrift gnd-content Electronic Shopping (DE-588)4215399-2 s Online-Werbung (DE-588)7636951-1 s Mobiles Internet (DE-588)7627927-3 s Kundenorientierung (DE-588)4316837-1 s Zielgruppe (DE-588)4117714-9 s DE-604 Universitäts- und Landesbibliothek Münster (DE-588)5091030-9 pbl Erscheint auch als Online-Ausgabe urn:nbn:de:hbz:6-68109734122 Wissenschaftliche Schriften der WWU Münster. Reihe IV Band 15 (DE-604)BV037255919 15 https://nbn-resolving.org/urn:nbn:de:hbz:6-68109734122 Resolving-System kostenfrei Volltext DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030605350&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Leweling, Sascha 1985- Convincing online consumers to purchase Empirical studies on online advertising, mobile advertising, user generated content and social shopping tools Wissenschaftliche Schriften der WWU Münster. Reihe IV Mobiles Internet (DE-588)7627927-3 gnd Electronic Shopping (DE-588)4215399-2 gnd Kundenorientierung (DE-588)4316837-1 gnd Online-Werbung (DE-588)7636951-1 gnd Zielgruppe (DE-588)4117714-9 gnd |
| subject_GND | (DE-588)7627927-3 (DE-588)4215399-2 (DE-588)4316837-1 (DE-588)7636951-1 (DE-588)4117714-9 (DE-588)4113937-9 |
| title | Convincing online consumers to purchase Empirical studies on online advertising, mobile advertising, user generated content and social shopping tools |
| title_auth | Convincing online consumers to purchase Empirical studies on online advertising, mobile advertising, user generated content and social shopping tools |
| title_exact_search | Convincing online consumers to purchase Empirical studies on online advertising, mobile advertising, user generated content and social shopping tools |
| title_full | Convincing online consumers to purchase Empirical studies on online advertising, mobile advertising, user generated content and social shopping tools Sascha Leweling |
| title_fullStr | Convincing online consumers to purchase Empirical studies on online advertising, mobile advertising, user generated content and social shopping tools Sascha Leweling |
| title_full_unstemmed | Convincing online consumers to purchase Empirical studies on online advertising, mobile advertising, user generated content and social shopping tools Sascha Leweling |
| title_short | Convincing online consumers to purchase |
| title_sort | convincing online consumers to purchase empirical studies on online advertising mobile advertising user generated content and social shopping tools |
| title_sub | Empirical studies on online advertising, mobile advertising, user generated content and social shopping tools |
| topic | Mobiles Internet (DE-588)7627927-3 gnd Electronic Shopping (DE-588)4215399-2 gnd Kundenorientierung (DE-588)4316837-1 gnd Online-Werbung (DE-588)7636951-1 gnd Zielgruppe (DE-588)4117714-9 gnd |
| topic_facet | Mobiles Internet Electronic Shopping Kundenorientierung Online-Werbung Zielgruppe Hochschulschrift |
| url | https://nbn-resolving.org/urn:nbn:de:hbz:6-68109734122 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030605350&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| volume_link | (DE-604)BV037255919 |
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