Dr. Atilla Wohllebe

Professionally, Privately, Personally

🎓 Academic

Academic Education

  • Doctor of Philosophy (Ph.D.) in Management and Organizational Sciences (summa cum laude)
  • Dissertation: Consumer Attitude Toward Mobile App in Retail – The Role of Customer Satisfaction and Push Notifications
  • Lectures (i. a.): Qualitative Research, Multivariate Statistics, Econometrics, Marketing Theory, Corporate Social Responsibility
  • 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


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.

Wohllebe, A. (2024, upcoming). Praxisguide App-Marketing – Grundlagen zur Akquise, Aktivierung, Bindung und Monetarisierung von App-Nutzern. Springer Gabler. ISBN: 978-3-658-42980-5.

Wohllebe, A., Özcan, M. (2023, upcoming). TikTok – Employer Branding für die Generation Z: Einfluss auf die Arbeitgeberattraktivität und Empfehlungen zur inhaltlichen Gestaltung. In: Schuster, G., Langner, A.-K. (Eds.), Holistische Social-Media-Strategien – Innovative Unternehmenspraxis: Insights, Strategien und Impulse. Springer Gabler. ISBN: 978-3-658-42562-3.

Wohllebe, A., Johnsen, L. (2023). Nutzung App-basierter Orientierungshilfen im stationären Einzelhandel. In: Rothe, L., Naskrent, J., Stumpf, M., Westphal, J. (Eds.), Marketing & Innovation 2023: Future Shopping – der Handel in der (Nach-)Coronazeit. Springer Gabler. ISBN: 978-3-658-41309-5. https://doi.org/10.1007/978-3-658-41309-5_8

Wohllebe, A. (2022). Geschäftsmodelle systematisch analysieren – Wertschöpfungsmechanismen verstehen und Wirkungszusammenhänge identifizieren. Springer Gabler. ISBN: 978-3-658-36257-7.

Wohllebe, A. (2022). Applying Scrum to the Four Elements of Organizational Learning – How Scrum Supports the Development of a Learning Organization. In: Berke, S., Szabó, K., Szücs, B. (Eds.), Organizational Behaviour and Leadership Theory in Practice. Hungarian University of Agriculture and Life Sciences. ISBN: 978-615-5599-92-7

Wohllebe, A., Wolter, N. (2022). Smartphone Apps im Einzelhandel – Einsatzmöglichkeiten, Praxisbeispiele & Herausforderungen. Springer Gabler. ISBN: 978-3-658-36499-1.

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. https://doi.org/10.4018/978-1-7998-7545-1.ch009

Deckert, R., Wohllebe, A. (2021). Digitalisierung und Einzelhandel – Taktiken und Technologien, Praxisbeispiele und Herausforderungen. Springer Gabler. ISBN: 9783658330897.

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. http://doi.org/10.4018/978-1-7998-8583-2.ch002

Wohllebe, A. (2020). Kaufverhalten auf B2C-Online-Marktplätzen. Einflussfaktoren bei der Händlerauswahl. GRIN Munich. ISBN: 978-3-34617-333-1.

Ross, F., Wohllebe, A., Diez, E. (2022). The Role of Personal Assistance in the Uptake of Smartphone-Based Tele-Audiology — An Extension of the Technology Acceptance Model. International Journal of Interactive Mobile Technologies, 16(12), pp. 18–31. https://doi.org/10.3991/ijim.v16i12.30133

Sattig, J., Wohllebe, A. (2022). Application of the User Centered Design Framework – Case Study Using the Example of an AR Feature for a Mobile Shopping App. International Journal of Applied Research in Business and Management 3(2), pp. 100-111. https://doi.org/10.51137/ijarbm.2022.3.2.7

Wohllebe, A., Hübner, D. S., Kämpf, D., Podruzsik, S.(2022). Classification of Mobile App Users in Multi-Channel Retail – an Exploratory Analysis. International Journal of Recent Contributions from Engineering, Science & IT 10(1), pp. 4-16.  http://dx.doi.org/10.3991/ijes.v10i01.28071

Wohllebe, A. (2022). The Consumer as Homo Sapiens: On the Practical Relevance of Research On Consumer Behavior. International Journal of Applied Research in Business and Management 3(1), pp. 37-42.  https://doi.org/10.51137/ijarbm.2022.3.1.5

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), pp. 14-22. https://doi.org/10.51137/ijarbm.2021.2.2.2

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), pp. 35-46. http://doi.org/10.3991/ijim.v15i15.23897

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), pp. 62-69. https://doi.org/10.3991/ijac.v14i1.21939

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), pp. 184-192. https://doi.org/10.3991/ijim.v15i12.22565 

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), pp. 102-111. http://dx.doi.org/10.21511/im.17(2).2021.10

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), pp. 21-32. https://doi.org/10.3991/ijim.v15i10.21725

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), pp.13-25. https://doi.org/10.51137/ijarbm.2021.2.1.2

Wohllebe, A. (2021). More than Technology: Improving Mobile App Research Through Less Mobile App Focus. IOSR Journal of Mobile Computing & Application 8(1), pp. 23-25. https://doi.org/10.9790/0050-08012325

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), pp. 153-164. https://doi.org/10.3991/ijim.v14i20.18273

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), pp. 27-36. https://doi.org/10.51137/ijarbm.2020.1.1.3

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), pp. 124-139. https://doi.org/10.3991/ijim.v14i19.17027

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), pp. 180-196. https://doi.org/10.3991/ijim.v14i19.16427

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. https://doi.org/10.3991/ijim.v14i13.14563

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. https://doi.org/10.33568/rbs.2411

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. https://scholarworks.rit.edu/jes/vol7/iss1/4/

Wohllebe, A., Stoyke, T. (2023). What Are App Store Reviews On Mobile Apps In Retail About? Insights From The German Market. In: Auer, M.E., El-Seoud, S.A., Karam, O.H. (Eds.), Artificial Intelligence and Online Engineering – Proceedings of the 19th International Conference on Remote Engineering and Virtual Instrumentation (REV 2022). Springer. https://doi.org/10.1007/978-3-031-17091-1_47

Wohllebe, A., Blaschke, F. (2022). Description and Implementation of an Experiment With Randomly Assembled User Groups Investigating the Effect of App Push Notification Frequency [Poster presentation]. 24th General Online Research Conference, German Society for Online Research, Berlin, Germany. http://dx.doi.org/10.13140/RG.2.2.25764.35202

Wohllebe, A., Johnsen, L. (2022). App-Based In-Store Navigation in Retail: Antecedents of Usage and Influence on App Usage – An R-Based Application of SEM [Poster presentation]. useR! 2022, The R Foundation for Statistical Computing, Remote / Virtual. http://dx.doi.org/10.13140/RG.2.2.11819.11040 

Wohllebe, A., Hübner, D.-S., Radtke, U., Podruzsik, S. (2022). Recommending A Retailer’s Mobile App – Influence Of The Retailer And The Mediating Role Of Push Notifications. In: Auer, M. E., Tsiatsos, T. (Eds.), New Realities, Mobile Systems and Applications – Proceedings of the 14th IMCL Conference. Springer. https://doi.org/10.1007/978-3-030-96296-8_32

Wohllebe, A. (2022). Mobile Apps in Retail: Usage Frequency Before, During, and After the SARS-CoV-2 Pandemic. In: Auer, M. E., Tsiatsos, T. (Eds.), New Realities, Mobile Systems and Applications – Proceedings of the 14th IMCL Conference. Springer. https://doi.org/10.1007/978-3-030-96296-8_30

Wohllebe, A. (2021). 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). 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. https://doi.org/10.33568/rbs.2411

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.

Students’ voices from my lectures and courses:

  • “Professionally competent, practical.”
  • “Very good combination of text, image and examples from practice.”
  • “An interactive lecture, so students were actively participating.”

Supervision of Theses (Bachelor, Master)

I regularly supervise bachelor’s and master’s theses of my students from the entire spectrum of e-commerce, multi-channel retailing and digital marketing. The following list is a (not complete) excerpt of topics I have supervised in the past.

  • Customer Expectations for the Digitization of Stationary Retail – An Analysis of Home Improvement Retailing Based on the Kano Model
  • Customer Expectations for the Digitization of Stationary Retail – An Analysis of Furniture Retail Based on the Kano Model
  • Success Factors of Direct-To-Consumer in E-commerce Using the Example of Selected Companies
  • A Quantitative Investigation of Decision Factors and Expectations of Start-ups for Cooperations in the Framework of the Venture Client Model (awarded by the Wedeler Hochschulbund as best thesis in the category economics)
  • Location-Based Retail Apps: An Empirical Analysis of Usage Factors
  • User-Based Conception of an In-Store Navigation Using the Example of the [App of a DIY Store]
  • User-Centered Design of an Augmented Reality Feature Using the Example of a Mobile Shopping App
  • An Experimental Comparison of Human- and ChatGPT-Generated SEO Texts Concerning Ranking
  • Employer Branding: Recommendations for the Use of TikTok as a Channel of Corporate Communication for Addressing Generation Z
  • Measuring Customer Satisfaction – Influence of Suggestive Design Elements Using the Net Promoter Score as an Example
  • Relevance versus Privacy – Consumer Perceptions of Targeting and Personalization in Germany
  • Sustainability in Retail – Comparing the Environmental Impact of Purchases in Stationary Retail and E-Commerce Using the Example of the Fashion Segment
  • The Usage Intention of Apps Against Food Waste Using the Example of Too Good to Go (survey funded by Greenbaker Foundation)

Journal Roles

Exchanging ideas with other researchers and engaging with their work is part of the essence of science. I support the process of scientific work with different roles at various journals.

Web Profiles

Profiles on professional and academic networking platforms: