portrait photo

Nadia Abou Nabout

Univ.Prof. Dr. Nadia Abou Nabout
Telephone:
+43 1 31336 4900
Email:
About me:
• Online Display Advertising • Programmatic Buying and Real-Time Bidding • Search Engine Advertising • Influencer Marketing
Contact information and photo taken from and editable at WU Directory.

CV

since 2014
Professor of Interactive Marketing & Social Media, Vienna University of Economics and Business, Austria
2014
Tenure Track Professor of Technology Marketing, Technische Universität München, Germany
2013
Visiting Scholar, Özyeğin in University, Istanbul, Turkey
2012-2014
Postdoctoral Research Fellow, Goethe University Frankfurt, Germany
2011
Visiting Scholar, Robert H. Smith School of Business, University of Maryland, USA
2009-2012
Doctoral Student, Goethe University Frankfurt, Germany

Researcher Identifier

    No researcher identifier found.

Awards and Honors

2017
Researcher of the Month, WU Vienna
2013
EHI Retail Institute and GS1 Germany (Winner), Wissenschaftspreis
EMAC-McKinsey (Winner), Marketing Dissertation Award
Horizont Stiftung (Winner), Förderpreis
Stiftung Industrieforschung (Winner), Dissertation Award
Vodafone-Stiftung für Forschung (Winner), Fritz-Joussen-Preis
2012
Alcatel-Lucent Stiftung (Winner), Dissertation Award
Dean’s Publication Award/„Sturm und Drang Preis“ (Runner-Up), B. Skiera and Abou Nabout, N. (2012): PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising
Emerald/EFMD (Winner) 2012 Emerald/EFMD Outstanding Doctoral Research Award
Industrie- und Handelskammer Frankfurt a.M. (Winner), Dissertation Award
International Journal of Research in Marketing, Best Paper Award 2012
McKinsey & Company (Second Place), Business Technology Award
2011
Gary L. Lilien ISMS-MSI Practice Prize Competition (Finalist), B. Skiera and Abou Nabout, N. (2012): PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising

Classifications

Expertise

  • Influencer Marketing
  • Online Display Advertising
  • Programmatic Buying and Real-Time Bidding
  • Search Engine Advertising

Activities

Position in committee for appointments
  2021 WWU Münster - Reviewer
  2019 WWU Münster - Reviewer
  2018 Bocconi University - Reviewer
Position in internal committee for appointments
  2021 Marketing with focus on B2B
  2021 Marketing in a global economy
  2020 Marketing with focus on retailing and data science - Committee member
  2020 Distributed ledgers and token economy 2 - Committee member
  2019 Marketing in a digital economy - Head of committee
  2019 Distributed ledgers and token economy 1 - Committee member
  2017 Finance - Committee member
Position in internal habilitation committee
  2021 Dr. Thomas Rusch - Committee member
  2020 Prof. Dr. Nils Wlömert - Head of committee
  2020 Dr. Katerina Makri - Committee member
  2020 Dr. Cristina Cabanillas - Committee member
  2018 Prof. Dr. Ulrike Kaiser - Committee member
Reviewer for scientific organization
  since 2017 Netherlands Organisation for Scientific Research - Reviewer
  since 2016 Stiftung Industrieforschung - Reviewer
  since 2016 Deutsche Forschungsgemeinschaft (DFG) - Reviewer
Member of the editorial board
  since 2021 Schmalenbach Journal of Business Research - Editorial Board Member
  since 2019 International Journal of Research in Marketing - Member Editorial Board
  since 2015 transfer Zeitschrift - Werbeforschung & Praxis - Member Editorial Board
Reviewer for a scientific journal
  since 2021 PLOS ONE - Reviewer
  since 2020 Management Science - Reviewer
  since 2020 Journal of Media Economics - Reviewer
  since 2019 Journal of Marketing - Reviewer
  since 2017 Production and Operations Management - Reviewer
  since 2017 Journal of Marketing Behavior - Reviewer
  since 2017 International Journal of Research in Marketing - Reviewer
  since 2016 Marketing Science - Reviewer
  since 2013 Journal of Interactive Marketing - Reviewer
  since 2012 Electronic Commerce Research Journal - Reviewer
  since 2012 BISE/Wirtschaftsinformatik - Reviewer
Organisation of Research Seminar
  since 2019 Research seminar series - Organizer
  2015-2017 Department colloquium - Initiator & organizer
Reviewer for an international conference
  since 2017 Verein für Socialpolitik 2017 - Reviewer
  since 2017 EMAC Regional Conference 2017 - Reviewer
  since 2014 European Marketing Academy (EMAC) - Reviewer
  since 2013 European Conference on Information Systems (ECIS) - Reviewer
Organization scientific meeting (Conference etc.)
  2019 SALTY Konferenz - Organizer
Organization other meeting (Excursion etc.)
  2021 WU matters. WU talks. Post-Cookie Ära - Organizer
  2017 WU matters. WU talks. Influencer Marketing - Organizer
Position in administration
  since 2020 MSc Marketing - Deputy program director
  since 2019 Senat - Member
  2016-2018 Studienkommission - Member
  2016-2018 Kommission "Excellent Teaching Award" - Member
  since 2016 Doktoratsbeauftragte - Member
Academic advisor
  since 2015 Bogaziçi University, Koç University, Sabanci University
Supervisor dissertation
  2018 Sila Ada, PhD - Advisor
  2017 Dr. Silke Hieke - Committee member
  2017 Dr. Martin Stange - Committee member
  2016 Dr. Markus Hagenmeier - Committee member
Mentoring
  since 2021 Goethe Universität Frankfurt - Mentor
  2017 WU4YOU’s scholarship program - Mentor
Other scientific activities
  2019 Universität Tübingen - Reviewer of study program

Publications

Journal article

2021 Shehu, Edlira, Abou Nabout, Nadia, Clement, Michel. 2021. The Risk of Programmatic Advertising: Effects of Website Quality on Advertising Effectiveness. International Journal of Research in Marketing. 38 (3) (Details)
2015 Abou Nabout, Nadia. 2015. A Novel Approach for Bidding on Newly Set-Up Search Engine Advertising Campaigns. European Journal of Marketing. 49 (5/6), 668-691. open access (Details)
2014 Abou Nabout, Nadia, Lillienthal, Markus, Skiera, Bernd. 2014. Empirical Generalizations in Search Engine Advertising. Journal of Retailing. (90(2)), 206-216. (Details)
2013 Abou Nabout, Nadia, Skiera, Bernd. 2013. PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising. Marketing Science. (32(2)), 213-220. (Details)
  Abou Nabout, Nadia, Skiera, Bernd. 2013. Return on Quality Improvements in Search Engine Marketing. Journal of Interactive Marketing. (26(3)), 141-154. open access (Details)
2012 Abou Nabout, Nadia, Skiera, Bernd, Stepanchuck, Tanja, Gerstmeier, Eva. 2012. An Analysis of the Profitability of Fee-Based Compensation Plans for Search Engine Marketing. International Journal of Research in Marketing. (29(1)), 68-80. (Details)

Chapter in edited volume

2020 Abou Nabout, Nadia, Ada, Sila. 2020. Overcoming Quality Issues in Digital Display Advertising Using Digital Dashboards. In: The Routledge Companion to Strategic Marketing, Hrsg. Bodo B. Schlegelmilch, Russell S. Winer, 449-465. New York: Routledge. (Details)
2016 Funk, Burkhardt, Abou Nabout, Nadia. 2016. Cross-Channel Real-Time Response Analysis. In: Programmatic Advertising: The Successful Transformation to Automated Data-Driven Marketing in Real-Time. In: Management for Professionals, Hrsg. O. Busch, 141-151. Schweiz: Springer International Publishing Switzerland. (Details)
2014 Hristev, Sotir, Abou Nabout, Nadia. 2014. Echtzeithandel von Werbung im Real-Time-Advertising. In: Deutscher Dialogmarketing Verband e. V. Hrsg. Dialogmarketing Perspektiven 2013/2014: Tagungsband 8. wissenschaftlicher interdisziplinärer Kongress für Dialogmarketing, 243-260. Wiesbaden: Springer. (Details)
2013 Skiera, Bernd, Abou Nabout, Nadia. 2013. Gewinnmaximales Suchmaschinenmarketing. In: Digital Commerce: Online den Umsatz steigern: Wie Multichannel, Social Web und Mobile den Handel verändern, Hrsg. Schwarz, Torsten, 241-248. Waghäusel: - (Details)

Paper presented at an academic conference or symposium

2021 Hotz-Behofsits, Christian, Wlömert, Nils, Abou Nabout, Nadia. 2021. NADE: Natural Affect Delection. 50th Conference of the European Marketing Academy (EMAC), Madrid, Spanien, 27.05. (Details)
2020 Hotz-Behofsits, Christian, Wlömert, Nils, Abou Nabout, Nadia. 2020. More than a Feeling: The Relevance and Versatility of Emotions on Social Media. 42nd INFORMS Marketing Science Conference, Chapel Hill, Vereinigte Staaten/USA, 12.06.2020. (Details)
2019 Ada, Sila, Abou Nabout, Nadia, McDonnell Feit, Elea. 2019. Placement Disclosure in Ad Auctions: Evidence From a Policy Change. Workshop on Information Systems and Economics, München, Germany, 19.12.2019. (Details)
2018 Uhl, Christina, Miller, Klaus, Abou Nabout, Nadia. 2018. Have You Seen This Ad? The Impact of Display Ad Viewability on Advertising Effectiveness. 40th INFORMS Marketing Science Conference, Philadelphia, Vereinigte Staaten/USA, 14.06-16.06. (Details)
  Uhl, Christina, Miller, Klaus, Abou Nabout, Nadia. 2018. Have You Seen This Ad? The Impact of Display Ad Viewability on Advertising Effectiveness. 47th Conference of the European Marketing Academy (EMAC), Glasgow, Großbritannien, 14.06-16.06. (Details)
  Uhl, Christina, Miller, Klaus, Abou Nabout, Nadia. 2018. Have You Seen This Ad? The Impact of Display Ad Viewability on Advertising Effectiveness. 31st EMAC Doctoral Colloquium, Glasgow, Großbritannien, 27.05-29.05. (Details)
  Uhl, Christina, Miller, Klaus, Abou Nabout, Nadia. 2018. Have You Seen This Ad? The Impact of Display Ad Viewability on Advertising Effectiveness. Theory and Practice in Marketing (TPM), Los Angeles, Vereinigte Staaten/USA, 16.05-18.05. (Details)
  Ada, Sila, Abou Nabout, Nadia. 2018. Less is more: Effect of ad clutter in online display advertising. 47th Conference of the European Marketing Academy (EMAC), Glasgow, Großbritannien, 29.05-01.06. (Details)
  Ada, Sila, Abou Nabout, Nadia. 2018. Less is more: Effect of ad clutter in online display advertising. 40th INFORMS Marketing Science Conference, Philadelphia, Vereinigte Staaten/USA, 14.06-16.06. (Details)
  Wlömert, Nils, Hotz-Behofsits, Christian, Abou Nabout, Nadia. 2018. Online Content Monetization: How Paywalls Affect Human Brand Success. 40th INFORMS Marketing Science Conference, Philadelphia, Vereinigte Staaten/USA, 13.06.-16.06. (Details)
  Hotz-Behofsits, Christian, Wlömert, Nils, Abou Nabout, Nadia. 2018. Online Content Monetization: The Effect of Paywalls on Influencer’ Success. 47th EMAC Conference, Schottland, United Kingdom, 30.05.2018. (Details)
2017 Ada, Sila, Abou Nabout, Nadia. 2017. Disclosing information about ad placements in online display advertising: The effect on demand and price. 39th INFORMS Marketing Science Conference, Los Angeles, Vereinigte Staaten/USA, 07.06-10.06. (Details)
  Ada, Sila, Abou Nabout, Nadia. 2017. Disclosing information about ad placements in online display advertising: The effect on demand and price. 30th EMAC Doctoral Colloquium, Groningen, Netherlands, 22.05 - 23.05. (Details)
  Ada, Sila, Abou Nabout, Nadia. 2017. Disclosing information about ad placements in online display advertising: The effect on demand and price. 46th Conference of the European Marketing Academy (EMAC), Groningen, Niederlande, 23.05-26.05. (Details)
  Wlömert, Nils, Hotz-Behofsits, Christian, Abou Nabout, Nadia. 2017. How Paywalls affect Human Brand Success. ANZMAC Conference 2017, Melbourne, Australien, 04.12.-06.12. (Details)
  Hotz-Behofsits, Christian, Wlömert, Nils, Abou Nabout, Nadia. 2017. Online Content Monetization: The Effect of Paywalls on Influencer’ Success. 39th INFORMS Marketing Science Conference, Los Angeles, Vereinigte Staaten/USA, 07.06.-10.06. (Details)
  Uhl, Christina, Miller, Klaus, Abou Nabout, Nadia. 2017. The Impact of Display Ad Viewability on Advertising Effectiveness. 39th INFORMS Marketing Science Conference, Los Angeles, Vereinigte Staaten/USA, 07.06-10.06. (Details)
  Uhl, Christina, Miller, Klaus, Abou Nabout, Nadia. 2017. The Impact of Display Ad Viewability on Advertising Effectiveness. 46th Conference of the European Marketing Academy (EMAC), Groningen, Niederlande, 23.05-26.05. (Details)
  Maleki, Elham, Ahmadi, Iman, Abou Nabout, Nadia, Skiera, Bernd. 2017. Why Advertisers Should Not Target Narrow Audiences. 39th INFORMS Marketing Science Conference, Los Angeles, Vereinigte Staaten/USA, 07.06-10.06. (Details)
2016 Stange, Martin, Abou Nabout, Nadia, Uhl, Christina, Funk, Burkhard. 2016. The Reduced Customer Revenue of TV-Induced Online Shoppers. 38th INFORMS Marketing Science Conference, Shanghai, China, 16.06.-18.06. (Details)
  Ada, Sila, Abou Nabout, Nadia. 2016. Publisher Selection at Private Ad Exchanges. 45th Conference of the European Marketing Academy (EMAC), Oslo, Norway, 24.05-27.05. (Details)
  Ada, Sila, Abou Nabout, Nadia. 2016. Publisher Selection at Private Ad Exchanges. 38th INFORMS Marketing Science Conference, Shanghai, China, 16.06.-18.06. (Details)
  Stange, Martin, Abou Nabout, Nadia, Uhl, Christina, Funk, Burkhard. 2016. The Reduced Customer Revenue of TV-Induced Online Shoppers. 45th Conference of the European Marketing Academy (EMAC), Oslo, Norwegen, 24.05.-27.05. (Details)
2015 Abou Nabout, Nadia. 2015. An Analysis of the Profitability of Even Pacing in Real-Time Bidding. 37th INFORMS Marketing Science Conference, Baltimore, Vereinigte Staaten/USA, 17.06.-20.06. (Details)
  Shehu, Edlira, Abou Nabout, Nadia, Clement, Michel. 2015. The Risk of Advertising on Non-Premium Websites. 44th Conference of the European Marketing Academy (EMAC), Leuven, Belgien, 26.05-29.05. (Details)
  Shehu, Edlira, Abou Nabout, Nadia, Clement, Michel. 2015. The Risk of Advertising on Non-Premium Websites. 37th INFORMS Marketing Science Conference, Baltimore, Vereinigte Staaten/USA, 17.06.-20.08. (Details)
2013 Abou Nabout, Nadia, Skiera, Bernd. 2013. Brand Bidding in Paid Search: Just Cannibalizing or Increasing Profit. Innovative Approaches to Measuring Advertising Effectiveness Conference, Philadelphia, Vereinigte Staaten/USA, 14.05.-16.05. (Details)
  Abou Nabout, Nadia, Skiera, Bernd. 2013. Brand Bidding in Paid Search: Just Cannibalizing or Increasing Profit. 42st Conference of the European Marketing Academy (EMAC), Istanbul, Türkei, 04.06-07.06. (Details)
2012 Abou Nabout, Nadia. 2012. PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising. 34th INFORMS Marketing Science Conference, Boston, Massachusetts, Vereinigte Staaten/USA, 06.06-09.06. (Details)
  Skiera, Bernd, Abou Nabout, Nadia. 2012. PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising. 41st Conference of the European Marketing Academy (EMAC), Lisbon, Portugal, 23.05-26.05. (Details)
  Skiera, Bernd, Abou Nabout, Nadia. 2012. PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising. 12th INFORMS Conference on Business Analytics & Operations Research, Huntington Beach, California, Vereinigte Staaten/USA, 15.04-17.04. (Details)
2011 Abou Nabout, Nadia, Skiera, Bernd. 2011. Profitability of Search Engine Marketing. Doctoral Colloquium at the 40th Conference of the European Marketing Academy (EMAC), Ljublijana, Slowenien, 24.05-27.05. (Details)
  Skiera, Bernd, Abou Nabout, Nadia. 2011. PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising. New Developments in the Practice of Marketing Science 2011-2012: Impact and Implementation, Washington D.C. Vereinigte Staaten/USA, 09.12-10.12. (Details)
  Abou Nabout, Nadia, Skiera, Bernd. 2011. Return on Quality Improvements in Search Engine Marketing. 33rd INFORMS Marketing Science Conference, Houston, Texas, Vereinigte Staaten/USA, 09.06.-11.06. (Details)
2010 Abou Nabout, Nadia, Skiera, Bernd. 2010. Is 1+1 Really 2? Synergy and Cannibalization Effects in Keyword Advertising. 32nd INFORMS Marketing Science Conference, Köln, Deutschland, 16.06-19.06. (Details)

Dissertation

2012 Abou Nabout, Nadia. 2012. Optimal Search Engine Marketing. Hamburg: Kovac. (Details)

Magazine/newspaper article

2020 Shehu, Edlira, Abou Nabout, Nadia, Clement, Michel. 2020. Brand Safety Probleme und Programmatic Advertising. d3con UPDATE, 31.01.20 (Details)
2018 Hotz-Behofsits, Christian, Wlömert, Nils, Abou Nabout, Nadia. 2018. Influencer – Trendsetter für Ihre Follower und ein spannender Marketingkanal für Unternehmen. Werbeforschung und Praxis, 31.05.18 (Details)
2015 Abou Nabout, Nadia. 2015. Insitut für Interactive Marketing & Social Media. transfer Werbeforschung & Praxis, 31.03.15 (Details)
2013 Abou Nabout, Nadia, Skiera, Bernd. 2013. Rechnet sich Brand Bidding? absatzwirtschaft, 01.10.13 (Details)
2012 Skiera, Bernd, Abou Nabout, Nadia, Vogel, Steffen. 2012. Suchmaschinenmarketing: mit spitzer Feder rechnen. Bank und Markt, 01.10.12 (Details)

Unpublished lecture

2019 Abou Nabout, Nadia. 2019. Placement Disclosure in Ad Auctions: Evidence from a Policy Change. GRK privacy and trust, Darmstadt, 19.11.19 (Details)
2018 Abou Nabout, Nadia. 2018. The Risk of Programmatic Advertising: Website Quality Effects. Kommissionstagung Marketing, Münster, 25.01.18 (Details)
2017 Abou Nabout, Nadia. 2017. The Reduced Customer Revenue of TV-Induced Online Shoppers. Online Marketing Konferenz (OMK), Lüneburg, 28.07.17 (Details)
  Abou Nabout, Nadia. 2017. The Reduced Customer Revenue of TV-Induced Online Shoppers. Feld M Wissensdurst 08, München, 14.03.17 (Details)
2016 Abou Nabout, Nadia. 2016. The Risk of Programmatic Advertising: Website Quality Effects. KU Leuven-Vlerick marketing camp, Leuven, 09.09.16 (Details)
  Abou Nabout, Nadia. 2016. The Risk of Programmatic Advertising: Website Quality Effects. 2. Passauer Digital Marketing Konferenz, Passau, 11.03.16 (Details)

Projects

2015
Data in Real-Time Online Advertising (2015-2016) (Details)