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Existing Research and Conceptual Foundations

  • Sebastian Klapdor
Chapter

Zusammenfassung

This chapter comprises the theoretical foundation of the thesis. As the overarching theme of the dissertation is the effectiveness of online advertising, the chapter begins with a review of current knowledge in this field.

Keywords

Conceptual Foundation Information Retrieval System Online Advertising Advertising Effectiveness Elaboration Likelihood Model 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  • Sebastian Klapdor
    • 1
  1. 1.MunichGermany

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