eBook

Nimmermann

Congruency, Expectations and Consumer Behavior in Digital Environments

sofort lieferbar!

Rezensionen ansehen

Standardpreis

53,49 €

Preisangaben inkl. MwSt. Abhängig von der Lieferadresse kann die MwSt. an der Kasse variieren. Weitere Informationen

eBook. PDF

eBook

2019

213 S. XIV, 213 p. 14 illus..

In englischer Sprache

Springer Gabler. ISBN 978-3-658-28421-3

Das Werk ist Teil der Reihe: Handel und Internationales Marketing Retailing and International Marketing

Produktbeschreibung

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.

Contents

Deeper Understanding of the Role of Mental Construal for Advertising Processing and Pictoral Product Presentations in Digital Environments
Impact of Human-like Attributes on the Acceptance of Digital Voice Assistants
More Profound Understanding of Complaint Management in the Eye of the Beholder in Online Environments
Impact of Expectations on the Choice of eSports Event Consumption Form and Videogame Success

Target Groups

Scientists and students in the field of marketing and distribution
Practitioners in industry in these fields of expertise

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.