Institute for Interactive Marketing and Social Media

Websitehttps://www.wu.ac.at/en/imsm

Postal addressShow on map
Welthandelsplatz 1, Gebäude D2, Eingang A
1020 Wien
Austria

Univ.Prof. Dr. Nadia Abou Nabout
- nadia.abounaboutwu.acat
- Institute for Interactive Marketing and Social Media - Head
Person: true employment relationship
20122025
Işın Acun, MSc.
- isin.acunwu.acat
- Institute for Interactive Marketing and Social Media
Person
20232024
Serhat Ada, M.Sc.
- serhat.adawu.acat
- Institute for Interactive Marketing and Social Media
Person

27 Journal article
6 Conference paper
6 Popular science article
4 Chapter in edited volume
More

How collective attention moderates the relation of corporate social advocacy and brand health
Phieler, U., 16 Feb 2026, AMA Winter Academic Conference Proceedings: Bridging at the Frontierts: Marekting for a World in Transition. Haenlein, M., Sudhir, K. & Veresiu, E. (eds.). American Marketing Association, Vol. 37. p. 1158-1160
Publication: Chapter in book/Conference proceeding › Contribution to conference proceedings
Getting the pace right: Performance of budget allocation heuristics in online advertising
Dündar, U., Abou Nabout, N. & Skiera, B., 22 Sept 2025, (E-pub ahead of print) In: International Journal of Research in Marketing.
Publication: Scientific journal › Journal article › peer-review

Open Access
How Public’s Reception of Corporate Social Advocacy Moderates CSA’s Effect on Brand Health
Phieler, U., 2025.
Publication: Contribution to conference › Conference paper

1 Finished
1 Active
3 Not started

Detecting and quantifying false claims
Grzadziel, A. (PI - Project head)
1/02/23 → …
Project: Internal projects
Assistent/innen-Kleinprojekt 2024: "Exploring Prosocial Behavior in Charity Live Streaming: Analyzing Engagement and Motivation "
Dündar, U. (PI - Project head)
Project: Internal projects
Assistent/inn/en-Kleinprojekt 2025: "The Dupe-licity Effect: How User-Generated Content Influences Beauty Brand Sales "
Grzadziel, A. (PI - Project head)
Project: Internal projects

HOW COLLECTIVE ATTENTION MODERATES THE RELATION OF CORPORATE SOCIAL ADVOCACY AND BRAND HEALTH
Phieler, U. (Speaker)
14 Feb 2026
Activity: Talk or presentation › Science to science
How On-Platform Engagement Crowds Out Word-of-Mouth Generation in Seeding Campaigns
Phieler, U. (Speaker) & Dost, F. (Contributor)
9 Feb 2026
Activity: Talk or presentation › Science to science
The Dupe-licity Effect: How Viral User-Generated Content Influences Sales
Grzadziel, A. (Speaker), Acun, I. (Contributor), Brand, M. L. (Contributor), Ruckelshausen, S. (Contributor) & Abou Nabout, N. (Contributor)
26 Jun 2025
Activity: Talk or presentation › Science to science