This volume was prepared by Constantin Mang while he was working at the Ifo Institute. It was completed in 2014 and accepted as a doctoral thesis by the Department of Economics at the University of Munich. It includes a short introduction and four self-contained chapters that focus on ICT...

Die Dissertation untersucht und evaluiert die Auswirkung von der Social CRM Technologienutzung auf die Social CRM Leistung aus einer Unternehmensperspektive. Das Thema ist für die Forschung und Praxis von hoher Relevanz: Zum einen kämpfen Unternehmen noch immer damit, die Vorteile ihrer...

Consumer attitudes, digital communication, social media advertising, online touchpoints, mobile advertising. - this cumulative dissertation consists of three research paper. They all aim to give a detailed overview and analysis of the effectiveness of different forms of digital advertising,...