Convincing online consumers to purchase

This dissertation deals with three different research questions: (1) „Can marketers improve the effectiveness of online display advertising by serving ads that match a consumer’s latent interest in the firm’s offering?”, (2) “Can marketers improve the effectiveness of online display ads by serving ads that match the device a consumer is using?” and (3) "Do user generated content and social shopping tools facilitate purchase decisions and affect customer revenue positively?” Each research question is examined empirically in its own chapter. This thesis provides new insights for online display advertising and how it influences the consumer.