Atilla Wohllebe

Professionally, Privately, Personally

🎓 Academic

Academic Career

  • Doctor of Philosophy (Ph.D.) in Management and Organizational Sciences
  • Research focus: Consumer interactions with mobile apps and push notifications in particular
  • Master of Science (M.Sc.) in E-Commerce
  • Master thesis: Factors influencing buying decisions on B2C online marketplaces
  • Lectures (i. a.): Business Intelligence, Smart Data, IT Management, Business Models in E-Commerce, Concepts of Database Technologies, Programing, Web Analytics, Online Marketing
  • Bachelor of Arts (B.A.) in Business Administration
  • Bachelor thesis: Logistics as critical success factor in e-commerce
  • Focus: E-business and digital marketing
  • Electives: B2B Marketing, Empirical Methodologies
Dedicating myself to a specific topic in a profound way, constantly and over and over again - that is what I had to learn. One of my former professors at HSBA gave me the tip that a doctoral program might be just the right method for me to do so.
Atilla Wohllebe - Online Marketing Rockstars 2016
Atilla Wohllebe


In the following you will find my publications so far. In addition to the most important meta data of the publications, I have also summarized some of the most important statements below each entry.

Books & Book Chapters

Wohllebe, A. (2022, forthcoming)
Geschäftsmodelle systematisch analysieren – Wertschöpfungsmechanismen verstehen und Wirkungszusammenhänge identifizieren
(English: Analyzing Business Models Systematically – Understanding Value Creation Mechanisms and Identifying Cause-Effect Relationships)
Springer Gabler.
ISBN: 978-3-658-36257-7.
📋 Digitization and sustainability are changing the business world in the long term and require a structured examination of business models.
📋 This book provides an introduction to the most important tools for analyzing and systematizing business models and gives numerous practical examples.
📋 In addition to an outlook on the development of business model innovations, the book also discusses the central cause-effect relationships in the context of digital business models.

Wohllebe, A. (2021)
Merchants Competing on E-Commerce Platforms – Influencing Factors on Buying Behavior
in: Ertz, M. (Ed.), Handbook of Research on the Platform Economy and the Evolution of E-Commerce. IGI Global.
ISBN: 978-1-79987-545-1.
📋 On marketplaces like Amazon, retailers need to differentiate themselves.
📋 This book chapter examines the influence of different variables on the consumer decision for a specific retailer on a marketplace.
📋 Pricing, retailer ratings and delivery time (in that order) are the key influencing factors across all perspectives.
📋 In higher income groups, price tends to play a less important role. The retailer’s rating increases in importance.

Deckert, R., Wohllebe, A. (2021)
Digitalisierung und Einzelhandel – Taktiken und Technologien, Praxisbeispiele und Herausforderungen
(English: Digitization and Retail – Tactics and Technologies, Practical Examples and Challenges)
Springer Gabler.
ISBN: 9783658330897.
📋 The retail sector is facing major challenges, partly due to the growth of e-commerce. Digitization offers retailers opportunities to create added value for customers and realize efficiency potential. Opportunities for digitization exist along the entire retail value chain.
📋 For the structured assessment of digitization projects, the CIES model is proposed, which considers customer value, implementation, efficiency gains and sustainability.
📋 Key challenges lie in particular in creating real added customer value and in integrating new technologies with existing systems.

Wohllebe, A. (2021)
Scrum as an Agile Method for Strategic Organizational Learning in Digital Enterprise Transformation: Applying the Four Elements of Organizational Learning
in: Sandhu, K. (Ed.), Disruptive Technology and Digital Transformation for Business and Government. IGI Global.
ISBN: 978-1-79988-583-2.
📋 The generation and dissemination of knowledge in organizations is important in the context of digital enterprise transformation.
📋 The promotion of organizational learning should be part of every digital transformation strategy.
📋 Scrum is a widely used agile method and is often introduced in the context of digital transformations.
📋 Many components of Scrum support the process of organizational learning.

Wohllebe, A. (2020).
Kaufverhalten auf B2C-Online-Marktplätzen. Einflussfaktoren bei der Händlerauswahl
(English: „Buying behaviour in B2C online marketplaces. Influencing factors in the selection of merchants“)
GRIN Munich.
ISBN: 9783346173331.
📋 The price is the dominating factor in purchasing decisions on e-commerce marketplaces (B2C).
📋 Besides price, high merchant ratings are the most relevant factor to differentiate.
📋 For products that are often rather urgently needed, the importance of a fast delivery time increases.

Journal Articles

Wohllebe, A. (2021).
Evaluating Digitization Projects in Retail: Presentation of the CIES Model and Call for Research
International Journal of Applied Research in Business and Management 2(2). 
📋 This paper introduces the CIES framework which has first been published in German as the KIEN framework.
📋 CIES is an acronym standing for Customer Benefit, Implementation, Efficiency and Sustainability.
📋 CIES provides practitioners with a framework to systematically evaluate and prioritize digitization projects.
📋 The paper is a call to apply the model in practice-oriented research and to report on the results in research papers.

Wohllebe, A., Adler, M., Podruzsik, S. (2021).
Influence of Design Elements of Mobile Push Notifications on Mobile App User Interactions
International Journal of Interactive Mobile Technologies 15(15).
📋 This paper investigates the influence of different design elements of push notifications in the context of smartphone apps.
📋 In particular, the influence of title, button and image on the interaction rates of app users is investigated.
📋 Five notifications per design element are sent to 7,500 app users each. The A/B testing results are analyzed using Chi Square tests and Cramer’s V.
📋 In line with the hypothesis, the presence of a title has a positive effect on the interaction rate. Contrary to expectations, no significant positive influence can be demonstrated for the presence of a button and an image.

Wohllebe, A., Götz, M. (2021).
Communities of Practice for Functional Learning in Agile Contexts: Definition Approach and Call for Research
International Journal of Advanced Corporate Learning 14(1).
📋 Communities of Practice (CoPs) are widespread in the application of agile ways of working in companies, especially in software development.
📋 Cross-functional teams require formats for functional learning. CoPs are particularly suitable for this purpose.
📋 CoPs in the agile context can be defined as regular meetings of people of the same function from different cross-functional teams with the goal of sharing functional knowledge and experience in order to learn on a function-related basis.
📋 There is a research gap regarding the application of CoPs in agile contexts like Scrum.

Wohllebe, A., Wohllebe, A., Hübner, D., Radtke, U. (2021).
Smartphones and Mobile Apps: Case Study on Usage Behavior of Elementary School Students
International Journal of Interactive Mobile Technologies 15(12). 
📋 This explorative case study shows how elementary school students in the third and fourth grades in a rural region in northern Germany use smartphones and mobile apps.
📋 Many elementary school students already own a smartphone. This increases the intensity of use.
📋 The smartphones are mainly used for games, music and videos. Nevertheless, sports and friends are still the most important leisure activities.
📋 Contrary to research predictions, smartphones and mobile apps are not yet a common part of education in elementary schools.

Wohllebe, A., Hübner, D., Radtke, U., Podruzsik, S. (2021).
Mobile Apps in Retail: Effect of Push Notification Frequency on App User Behavior
Innovative Marketing 17(2).
📋 The impact of different frequencies of mobile push notifications, especially in the context of retail apps, has not yet been quantified based on real observed data.
📋 This paper investigates the impact of different frequencies on app uninstalls and app opens.
📋 Linear regression analyses show that higher frequencies significantly increase app uninstalls and significantly decrease the direct app open rate. There’s no evidence for a significant influence on the indirect open rate.
📋 App marketers have to weigh the benefits and harms of push notification frequency.

Ross, F., Wohllebe, A. (2021).
Evaluating the Service Quality of Mobile Health Versus Clinic Based Intervention in Hearing Healthcare. A Comparative Study
International Journal of Interactive Mobile Technologies 15(10).
📋 Thanks to digitalization, modern hearing aids can be adjusted remotely and with the help of smartphone apps.
📋  The service quality of the teleaudiological intervention as perceived by the patient compared to the clinic-based intervention is being researched.
📋 The results based on the SERVQUAL model suggest that a combination of teleaudiology and clinic-based intervention produces the best quality of service.

Wohllebe, A. , Hillmers, M. (2021).
Towards a Scientific Definition of App Marketing – A Practice-Oriented Approach Using Scientific and Grey Literature
International Journal of Applied Research in Business and Management 2(1).
📋 Currently, there’s no uniform understanding of „app marketing“ in science. Based on scientific and grey literature, this paper provides a definition of „app marketing“ in a narrower and in a broader sense.
📋 In the narrower sense, app marketing refers to measures aimed at making a mobile app better known and acquiring users i. e. generating app downloads.
📋 In the broader sense, app marketing refers to all activities that are used to acquire users for a mobile app, contact them, and encourage them to reach a specified goal.
📋 In practice, the focus of app marketing is primarily on paid app install campaigns as well as on monitoring, reporting and analytics.

Wohllebe, A. (2021).
More than Technology: Improving Mobile App Research Through Less Mobile App Focus
IOSR Journal of Mobile Computing & Application 8(1).
📋 Research on mobile apps heavily relies on employing the Technology Acceptance Model (TAM).
📋 Scientific literature indiciates that there’re many other factors influencing consumer acceptance of mobile apps besides „perceived usefulness“ and „perceived ease of use“ (cf. TAM).
📋 Other aspects influencing consumer acceptance of mobile apps (in retail in particular) include customer satisfaction, brand loyalty.
📋 The impact relationships between retail mobile apps as a technology and a retailer’s performance in a variety of ways are many. Research on mobile apps should take a broader focus than just looking at TAM.

Wohllebe, A., Dirrler, P., Podruzsik, S. (2020).
Mobile Apps in Retail: Determinants of Consumer Acceptance – a Systematic Review
International Journal of Interactive Mobile Technologies 14(20).
📋 Retailers are increasingly trying to use mobile apps for their business purposes.
📋 Mobile apps are used to acquire new customers and retain existing ones.
📋 In addition to the perceived value that the app offers, the retailer as a brand also plays an important role in consumer acceptance.
📋 Consumers increasingly expect mobile apps to bridge the gap between online and offline and to act as digital assistants for shopping in stationary retail.

Adler, M., Wohllebe, A. (2020).
Consumers Choosing Retailers On Online Marketplaces: How Can Retailers Differentiate Apart From The Price? – An Exploratory Investigation
International Journal of Applied Research in Business and Management 1(1).
📋 Online marketplaces provide a high degree of transparency and, as a result, a high degree of comparability.
📋 The differentiation of retailers from the competition via price ca reach economic limits at a certain point due to individual cost structures.
📋 An analysis of 700 simulated purchase decisions shows that positive evaluations are particularly suitable for differentiation apart from the price.

Wohllebe, A., Ross, F., Podruzsik, S. (2020).
Influence of the Net Promoter Score of Retailers on the Willingness of Consumers to Install Their Mobile App
International Journal of Interactive Mobile Technologies 14(19).
📋 The Net Promoter Score (NPS) is a widely used standard for measuring customer satisfaction.
📋 Customer satisfaction is an important driver in the acquisition of new app users.
📋 With the willingness of a consumer to recommend a retailer, the willingness to install an app from that retailer increases.
📋 Despite its widespread use, the NPS must be criticized as a method; among other things, this publication confirms a gender bias.

Wohllebe, A., Stoyke, T., Podruzsik, S. (2020).
Incentives on E-Commerce App Downloads in Medium Apps: A Case Study on the Effects of Coupons and Bonus Points
International Journal of Interactive Mobile Technologies 14(19).
📋 The acquisition and activation of users is a core challenge of app publishern.
📋 Mobile apps that advertise for other mobile apps are called „medium apps“.
📋 In this case study, various incentives have at best only a short-term effect on the acquisition of app users.

Wohllebe, A. (2020).
Consumer Acceptance of App Push Notifications: Systematic Review on the Influence of Frequency
International Journal of Interactive Mobile Technologies 14 (13), pp. 36-47.
📋 Push notifications are suitable for encouraging users to use an app and establish new habits.
📋 App usage increases with frequency, with particularly active users tolerating higher frequencies.
📋 A too high frequency of push notifications can be perceived as disturbing.
📋 There’s a research gap in observing real app user behavior instead of using data from questionnaires.

Wohllebe, A. (2019).
How Max Roser’s „Our World In Data“ Contributes to Raising Awareness and Combating Climate Change
Regional and Business Studies 11(2), pp. 87-92.
📋 Roser mainly prepares and interprets publicly available data on various topics.
📋 Roser’s analyses are in many cases above all a clear call for action for political decision-makers.
📋 Projects highlighting current developments relating to climate change contribute to combating climate change by raising awareness.

Wohllebe, A. (2019).
Dialogue Marketing: Ecological Sustainability of Letter and E-Mail in Comparison in Germany
Journal of Environmental Sustainability 7(1), pp. 52-64.
📋 The CO2 footprint of a single letter is significantly higher than that of a single e-mail.
📋 In total, the CO2 footprint of spam or advertising e-mails is significantly higher than that of print advertising.
📋 The environmental impact (CO2 emissions) of advertising e-mails is due to the practically infinite scalability in terms of cost.
📋 A parafiscal tax for sending or receiving e-mails, especially advertising, could reduce the environmental impact.

List of publications is updated continously.

Lecturing & Teaching

Since 2018, I have been engaged in academic teaching at various universities. My teaching activities include lectures and guest lectures, seminars and tutorials, and supervision of bachelor and master theses. I have experience teaching onsite, virtually, and as video on demand; in German as well as in English.

Scientific Conferences

  • Wohllebe, A., Hübner, D.-S., Radtke, U., Podruzsik, S. (2021)
    Recommending A Retailer’s Mobile App – Influence Of The Retailer And The Mediating Role Of Push Notifications
    2021 International Conference on Interactive Mobile Communication Technologies and Learning (IMCL), International Association of Online Engineering, Thessaloniki, Greece
  • Wohllebe, A. (2021)
    Mobile Apps in Retail: Usage Frequency Before, During, and After the SARS-CoV-2 Pandemic
    2021 International Conference on Interactive Mobile Communication Technologies and Learning (IMCL), International Association of Online Engineering, Thessaloniki, Greece
  • Wohllebe, A. (2021, March 03-05)
    Mobile Apps in Stationary Retail: Assessing the Theoretical and Practical Relevance of Features and Developing a Typology – Insights Into the German Market
    15th International Conference on Economics and Business (ICEB), Sapientia Hungarian University of Transylvania, Cluj-Napoca, Romania
    🔗 Corresponding Conference Proceedings
  • Wohllebe, A. (2019, November 14)
    How Max Roser’s ‚Our World In Data‘ Contributes to Raising Awareness and Combating Climate Change
    International Conference on Sustainable Economy and Agriculture (ICSEA), Kaposvár University, Kaposvár, Hungary
    🔗 Corresponding Paper

Other Profiles

Profiles on professional and academic networking platforms: