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Effektivitt in der Online-Kommunikation
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Alexander Kolano analysiert kanalbergreifende Effekte von Online-Kommunikationsmanahmen und verknpft dabei verhaltenswissenschaftliche, entscheidungsorientierte und systemtheoretische Erklrungsanstze. Auf der Grundlage eines theoriegeleiteten Bezugsrahmens untersucht er anhand sekundrstatistisch verfgbarer Clickstream-Daten mit Hilfe von Logit-Modellen ein umfassendes Hypothesengerst. Aus den Ergebnissen der Untersuchung leitet der Autor Implikationen fr die Verbesserung der Effektivitt von Manahmen der Online-Kommunikation ab.
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