Being successful in global markets is a challenging task. Individual customer requirements induce a change from a seller-oriented towards a customer- oriented market. Further, technical advances lead to an adaption of production and logistic processes in individual companies and global networks....

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,...