Overview
- Academia and practitioners profit from a holistic perspective
Part of the book series: Handel und Internationales Marketing Retailing and International Marketing (HIM)
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Table of contents (4 chapters)
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Front Matter
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Back Matter
Keywords
About this book
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.
​About the Author:
Frederic Nimmermann works as a research assistant at the Chair of Marketing and Retailing at the University of Siegen. His research focuses on consumer behavior in digital environments.
Authors and Affiliations
About the author
Bibliographic Information
Book Title: Congruency, Expectations and Consumer Behavior in Digital Environments
Authors: Frederic Nimmermann
Series Title: Handel und Internationales Marketing Retailing and International Marketing
DOI: https://doi.org/10.1007/978-3-658-28421-3
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020
Softcover ISBN: 978-3-658-28420-6Published: 06 November 2019
eBook ISBN: 978-3-658-28421-3Published: 23 October 2019
Series ISSN: 2626-3327
Series E-ISSN: 2626-3335
Edition Number: 1
Number of Pages: XIV, 213
Number of Illustrations: 14 b/w illustrations
Topics: Marketing, e-Business/e-Commerce, Sales/Distribution