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, constant 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 header data of the publications, I have also summarized some of the most important statements below each entry.

Journal Articles

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.

Books & Book Chapters

Deckert, R., Wohllebe, A. (2021, forthcoming)
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, forthcoming)
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: 978-1-7998-8583-2.
📋 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.

List of publications is updated continously.

Lecturing & Teaching

  • 2020
    • „Digitization in Retail“
      (Research Seminar)
  • 2018
    • „Transformation of Digital Marketing“
      (Case Study)
  • 2021
    • Supervision of Master thesis (LL. M. Commercial Law)
  • 2020
    • Supervision of Master thesis (LL. M. Commercial Law)
  • 2020
    • „Sustainability in Digital Marketing“
      (Guest Lecture)
    • „Microeconomics – Supply & Demand“
  • 2019
    • „Digital Marketing for Local Companies“
      (Guest Lecture, VoD)
  • 2018
    • „Digital Business Models“
      (Guest Lecutre, VoD)
  • 2021
    • Supervision of Bachelor thesis (B. Sc. E-Commerce)
  • 2020
    • „Location-Based Marketing“
      (Guest Lecture)
  • 2019
    • „Smartphone Apps in Cross-Channel Retail“
      (Guest Lecture)


  • 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
  • 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