Existing Research and Conceptual Foundations

  • Sebastian Klapdor


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.


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.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  • Sebastian Klapdor
    • 1
  1. 1.MunichGermany

Personalised recommendations