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2020 | Book

Introduction Read chapter Read first chapter

Congruency, Expectations and Consumer Behavior in Digital Environments

Author: Frederic Nimmermann

Publisher: Springer Fachmedien Wiesbaden

Book Series : Reihe Handel und Internationales Marketing / Series Retailing and International Marketing

Part of: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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About this book

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.

Table of Contents

Frontmatter
Chapter 1. Introduction
Abstract
Digital environments are “virtual or cyber-generated environments that [be] can accessed or created through the use of one or more digital devices such as a computer, tablet, or a mobile phone” (Dowell, 2019, p. 128). Environments such as the internet have become one of the most important marketplaces in the world (Kemp, 2018) and offer challenges due to developments in digital marketing (Leeflang et al., 2014). Hence, a general objective for research is, to get a more profound view on how digital environments affect consumers (Stephen, 2016).
Frederic Nimmermann
Chapter 2. Structure and Content of the Essays
Abstract
The primary goal of this work is to enhance understanding of the central domains of consumers’ cognitive processing, their behavior in digital environments, and, moreover, how expectations and congruence explain and shape the central consumer related outcomes as proposed in the general conceptual framework. All six essays (see Table 2.1-1) focus on specific topics in digital environments, by dealing with relevant questions for practice, and, in particular, by taking important marketing academia-related research questions into account.
Frederic Nimmermann
Chapter 3. Essays
Abstract
Digitalization has had a large impact on consumers’ consumption of digital services, the use of digital ecosystems in general and numerous phenomena within these environments. For instance, “eSports” (electronic sports) is an important phenomenon within the rise of streaming services. With more than 385 million viewers worldwide, eSports is one of the most important streaming service topics (Freeman and Wohn, 2017; Hamari and Sjöblom, 2017).
Frederic Nimmermann
Chapter 4. General Discussion and Conclusion
Abstract
Digital environments have a huge impact on consumers, such as shaping their daily lives and routines and, consequently, their related behavior. They affect how businesses align their activities toward the needs of those consumers. In addition, these environments will continue to have a considerable influence and achieve ubiquity in years to come (Hootsuite, 2019).
Frederic Nimmermann
Backmatter
Metadata
Title
Congruency, Expectations and Consumer Behavior in Digital Environments
Author
Frederic Nimmermann
Copyright Year
2020
Electronic ISBN
978-3-658-28421-3
Print ISBN
978-3-658-28420-6
DOI
https://doi.org/10.1007/978-3-658-28421-3