We extend the theory of tax incidence under Cournot-Nash oligopolistic competition to study the effects of an ad valorem sales tax on Web services (so-called Web Tax) that are provided free of charge to users, and produce advertising space sold to businesses. Ads are more valuable to advertisers...

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,...