Ulrike is an Assistant Professor of Marketing at the Institute for Interactive Marketing & Social Media at WU Vienna. Her research interests center around consumer interactions and advertising effectiveness. Her work is aimed at providing managers with actionable insights. For instance, in her dissertation she addresses the question how marketing managers can effectively utilize firm-created word-of-mouth from nano influencer campaigns to achieve their marketing objectives.
Her current research projects analyze effective planning of nano influencer campaigns considering different context effects (e.g., brand- or marketing related), in addition to investigating the impact of the endogenous nature of consumer interactions on obtained analysis results. Insights from her research have been published in the Journal of Marketing and in the Proceedings of the International Conference of Information Systems.
Ulrike holds a Master’s degree in international business administration (2012) and a doctorate degree in Marketing (2019) from the European University Viadrina Frankfurt (Oder). Prior joining the marketing department of WU Vienna and the Institute for Interactive Marketing & Social Media in 2021, Ulrike was a research assistant at the Technical University Berlin (2019 -2020) and a guest researcher in the “Dynamic Capabilities and Relationships“ Program of the European University Viadrina and the GGS Heilbronn (2017-2018).
You can read about Ulrike's current project here.
Please find the full list of Ulrike Phieler Publications Link
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), 62-81.
Dost, Florian, Phieler, Ulrike. 2018. Supporting the Adoption Funnel with Differential Effects from Traditional Advertising, Online Displays, and a Micro-Influencer Campaign. ICIS Proceedings.
|Since 2/2021||Assistant Professor of Interactive Marketing & Social Media, Wirtschaftsuniversität Wien|
|2019-2020||Research Assistant, Technical University Berlin (Prof. Dr. Katrin Talke)Obtained doctorate degree in Marketing, European University Viadrina Frankfurt (Oder)|
|2017-2018||Guest Researcher, "Dynamic Capabilities and Relationships" (DCR) Program of the European University Viadrina and the German Graduate School of Management and Law Heilbronn|
|2013-2017||Research Assistant, European University Viadrina Frankfurt (Oder) (Assistant Prof. Dr. Florian Dost)|
|2012||Obtained Master’s degree, European University Viadrina Frankfurt (Oder)|
Marketing communication, specifically consumer interactions (word-of-mouth)
Quantitative methods, specifically endogeneity and causal inference