Titlebook: Essays on congruence theory in marketing; Special focus on dig Robér Rollin Book 2022 The Editor(s) (if applicable) and The Author(s), unde

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https://doi.org/10.1007/978-1-4757-9763-3e than 140 billion apps will have been downloaded from app stores, generating $28 billion in revenue. Gaming apps are the most popular and profitable app category, accounting for about 21% of the market.

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,Internet Routing—The State of the Art,oducts has become common practice for consumers. The growing adoption of mobile devices and shopping in webstores not only affect consumer behaviour but also the development of products, services and marketing channels in general.

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Introduction,n be bought, downloaded, or streamed via various web stores. Their consumption primarily fulfills hedonic needs. Before purchasing, a consumer’s interaction with a digital product is always mediated by technology like a computer or mobile device.

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General Conclusion,oducts has become common practice for consumers. The growing adoption of mobile devices and shopping in webstores not only affect consumer behaviour but also the development of products, services and marketing channels in general.

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Public discourse beyond national borders, products. The five essays focus on the four previously explained research targets, with relevant questions for marketing literature and management. This chapter presents summaries of the five essays, providing an overview of the thesis.