In the paper, which is joined work with Henk Lütjens and Tammo Bijmolt, they used a meta-analysis to synthesize the findings of over two decades of research on the determinants of consumer attitudes towards digital advertising.

What's particularly great about the publication is that it originated from the dissertation of Henk Lütjens, who completed his PhD at markstones in 2019 under the supervision of Professor Eisenbeiss.

Download the paper for free until October 25, 2022: authors.elsevier.com/a/1fiBi_3NpAzP-9 .