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.