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,...

This volume was prepared by Jens Ruhose while he was working at the Ifo Institute. It was completed in December 2014 and accepted as a doctoral thesis by the Department of Economics at the University of Munich. It includes four self-contained chapters that contribute to the understanding of the...