ENGLISH

Congruency, Expectations And Consumer Behavior In Digital Environments

By Frederic Nimmermann

Book information

Publisher
Gabler Verlag
Year
2020
ISBN
365828420X, 9783658284206, 9783658284213
Language
english
Format
PDF
Filesize
3 MB (3525000 bytes)
Series
Retailing And International Marketing
Pages
226\226
Topic
Business Marketing
Time added
2019-10-24 14:37:54
Consumer BehaviorDigital EnvironmentsMarketing

Description

A progress in technologies, the increasing expansion and use of digital environments lead to remarkable shifts of business activities. These transformations not only impact business but also affect consumers’ attitudes, beliefs, and practices. Thus, Frederic Nimmermann sheds light on consumer behavior in central subareas in digital environments such as advertising. Six essays address specific phenomena in these central subareas for a more profound understanding of consumers and their related behavior. Both academia and practitioners profit from the results and implications of this study. Front Matter ....Pages I-XIV Introduction (Frederic Nimmermann)....Pages 1-12 Structure and Content of the Essays (Frederic Nimmermann)....Pages 13-28 Essays (Frederic Nimmermann)....Pages 29-167 General Discussion and Conclusion (Frederic Nimmermann)....Pages 169-186 Back Matter ....Pages 187-213

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