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Online marketing, especially Paid Search Advertising, has become one of the most important paid media channels for companies to sell their products and services online. Despite being under intensive examination by a number of researchers for several years, this topic still offers interesting opportunities to contribute to the com- munity, particularly because of its large economic impact and practical relevance as well as the detailed and widely unfiltered view of consumer behavior that such marketing offers. To provide answers to some of the important questions from advertisers in this con- text, I present four papers in my thesis, in which I extend previous works on optimization topics such as click and conversion prediction. I apply and extend methods from other fields of research to specific problems in Paid Search. After a short introduction, I start with a paper in which we illustrate a new method that helps advertisers to predict conversion probabilities in Paid Search using sparse keyword- level data. We address one of the central problems in Paid search advertising, which is optimizing own investments in this channel by placing bids in keyword auctions. In many cases, evaluations and decisions are made with extremely sparse data, al- though anecdotal evidence suggests that online marketing is a typical
This paper-based dissertation deals with capital structures and tax policies of German family businesses. The provision of sufficient financial resources is crucial for a firm’s survival and thus represents a central task for a firm’s management. Family firms as the predominant company form in Germany are mainly characterized by the overlapping of the two spheres family and business, both having different goal systems and preferences. This also has an impact on decision making with regard to corporate finance including the application of tax avoidance policies. In Germany, bank finance is the dominant financing source for family firms but there is a preference for internal finance since it comes along with more external independency. Extant research usually bases its results on samples of publicly listed companies. These studies come up with different results regarding family firms’ actual financing preferences and capture their heterogeneity only to a very little extent. In this light, the present dissertation and its three papers examine different research questions in the context of capital structure decisions and tax avoidance in family firms. All the three papers apply a quantitative empirical research design. The first paper is a comparison between capital structures of family firms and non-family firms. The paper examines differences in bank debt and trade credit ratios. Overall, the findings show that family firms have significantly higher overall and long-term debt levels compared to their non-family counterparts. The identity as a family firm, which leads to a leap of faith by banks, can be a possible explanation for these results. The second paper is an in-depth examination of drivers of bank debt levels within the group of family firms. Further, it addresses heterogeneity amongst family firms and combines survey results and corresponding financial information. This represents a first attempt to capture family firm heterogeneity and its link to financial issues. The study shows that the more power in the company is exerted via management or supervisory board by the family, the less bank debt is used. Paper three is an extension of the previous two studies as it sheds light on tax avoidance, a significant instrument to strengthen the internal financing capability of a firm. This also takes up a research gap as there is very little research on taxation in family firms. Contrary to the expectation, the study reveals that private family firms might pay less tax than their non-family peers.
This study examines the perspective of German venture capitalists on the success factors of digital startups and follows an explorative three-dimensional research approach that integrates the micro perspective on the entrepreneurial personality, the macro perspective on the entrepreneurial context, and the meso perspective on the business model. Thus, the study operates in a very young field of entrepreneurship research.
One of the purposes of this research project is to work out the significance of particular characteristics at each research level for the economic success of a digital start-up from the perspective of German venture capitalists. Furthermore, the study sheds light on the view of this group of experts on the relevance of an entire group of characteristics.
To answer the central research questions, qualitative research methods and a mixed-methods approach are pursued, with quantitative and qualitative primary data being collected by means of theory-driven semi-structured expert interviews. As a result, a total of four articles have been produced: three articles that focus on presenting the results of qualitative research from only one of the three aforementioned research perspectives each, and a fourth article that combines methods from qualitative and quantitative research and derives an integrated, evidence-based working model of the economic success of digital startups from the perspective of German venture capital (VC) investors.
This cumulative dissertation "Corporate Social Responsibility (CSR) Communication: Four empirical studies on the German banking industry" presents how commercial banks in Germany communicate their ambitions and commitment regarding corporate responsibility - i.e., CSR. The results of the first article show that the quality of mandatory non-financial reporting needs to be improved and that certain characteristics (e.g., previous reporting experience, reporting format and standard) have a positive influence on reporting quality. The second article shows that the CSR reporting scope on bank websites also has room for improvement and that various banking characteristics such as size, capital market orientation, media visibility or public ownership have an influence on communication. The third article illustrates that credit institutions in Germany are increasingly using social media for CSR communication, but that CSR communication strategies differ (Facebook vs. Twitter). The fourth article discusses CSR communication using advertisements and shows that the conceptual design of advertisements should be in line with the credit institution's business model and is therefore beneficial.
