portrait photo

Ulrike Phieler

Dr. Ulrike Phieler
Telephone:
+43 1 31336 6139
Email:
About me:
consumer interactions - influencer marketing - quantitative methods
Contact information and photo taken from and editable at WU Directory.

CV

since 2021
Assistant Professor, Institute of Interactive Marketing & Social Media, WU Vienna, Austria
2019-2020
Research Assistant, Chair of Marketing, TU Berlin (Prof. Dr. Katrin Talke), Germany
2017-2018
Guest Researcher, "Dynamic Capabilities and Relationships" Programme of the European University Viadrina and the GGS Heilbronn
2013-2017
Reasearch Assistant, Chair of Marketing, European University Viadrina (Prof. Dr. Florian Dost), Germany

Researcher Identifier

    No researcher identifier found.

Awards and Honors

No awards found.

Classifications

Expertise

  • Consumer Interactions, Word of Mouth
  • Influencer Marketing
  • Marketing Mix Modeling

Activities

No activities found.

Publications

Journal article

2019 Dost, Florian, Phieler, Ulrike, Haenlein, Michael, Libai, Barak. 2019. Seeding as Part of the Marketing Mix: Word-of-Mouth Program Interactions for Fast Moving Consumer Goods. Journal of Marketing. 83 (2) (Details)

Contribution to conference proceedings

2018 Dost, Florian, Phieler, Ulrike. 2018. Supporting the Adoption Funnel with Differential Effects from Traditional Advertising, Online Displays, and a Micro-Influencer Campaign. In ICIS Proceedings 2018, Hrsg. AIS, 1-17. San Francisco, California, USA: None. (Details)

Paper presented at an academic conference or symposium

2019 Dost, Florian, Phieler, Ulrike. 2019. Funnel-Stage-Dependent, Complex Interactions between Offline and Online Media. INFORMS Marketing Science Conference, Rome, Italien, 20.06.-22.06. (Details)
  Dost, Florian, Phieler, Ulrike. 2019. How Television and Print Advertising, Digital Banners, and Firm Created Word-of-Mouth Support Different Stages in the Path to Adoption. EMAC, Hamburg, Deutschland, 28.05.-31.05. (Details)
  Phieler, Ulrike, Dost, Florian. 2019. Planning Seeded Marketing Campaigns that Drive Firm-created Word-of-Mouth and Sales. EMAC, Hamburg, Deutschland, 28.05.-31.05. (Details)
  Phieler, Ulrike, Dost, Florian. 2019. Seeding Done Right: Designing Effective Seeded Marketing Campaigns In Light Of Brand Context Effects. INFORMS Marketing Science Conference, Rome, Italien, 20.06-22.06. (Details)
2018 Dost, Florian, Phieler, Ulrike. 2018. Supporting the Adoption Funnel with Differential Effects from Traditional Advertising, Online Displays, and a Micro-Influencer Campaign. ICIS, San Francisco, California, Vereinigte Staaten/USA, 13.12.-16.12. (Details)

Projects

  • No projects found.