[Translate to English:] Institut für Digital Marketing & Behavioral Insights

Institute for Digital Marketing & Behavioral ScienceRSS

Team Foto DMBI

Our Mission Statement

Digital advancements are driving constant change in the way consumers interact with each other and with businesses.

As research institute, we address research questions at the intersection between technology trends and consumer behavior, employing a multitude of different research methods. Specifically, we are investigating the impact of digital trends on purchasing decisions, the influence of artificial intelligence on consumer behavior and (moral) behavior in social media.

In teaching and research, we actively seek exchange and cooperation with marketing practice. Our goal is to create new marketing knowledge at the highest level and to convey it winningly in the lecture hall.

Our Research

Poster_Brand_Selfies

Hartmann, J., Heitmann, M., Schamp, C. und Netzer, O. (2021). The power of brand selfies in consumer-generated brand images. Journal of Marketing Research. 58 (6),1159-1177. https://doi.org/10.1177/00222437211037258

News

[Translate to English:] GBPF

DMBS at the Global Peter Drucker Forum 2025

On November 6-7th, Viktoria Rachwol and Luca Held had the opportunity to attend the Global Peter Drucker Forum in Vienna. Thanks to WU’s recent membership in the Peter Drucker Society Europe, we were…

WU Logo as fallback image for news article.

A New Research Milestone for DMBI: Cause-Related Marketing Among the Most Cited JMR Articles (2022–2023)

Recognition continues to grow for the work of @Christina Schamp, Head of the Institute for Digital Marketing and Behavioral Insights at WU Vienna. Her study, The Effectiveness of Cause Related…

[Translate to English:] art1

Christina Schamp in an Interview with Journal of Marketing Research Scholarly Insights

Last September, Christina Schamp, Head of the Institute for Digital Marketing and Behavioral Insights at WU Vienna, reached an important milestone. Her work The Effectiveness of Cause-Related…

[Translate to English:] Willkommen_Viktoria

Welcome Viktoria!

We are happy to welcome Viktoria Rachwol as a new PraeDoc at our institute. Viktoria joined us in June 2025 as a Research and Teaching Associate. She holds a Master’s degree in Psychology from the…

[Translate to English:] Kurier_Pic

New Article: “Insights through Collaboration”

We are delighted to share a new article featuring Alicia Schwabenbauer, PraeDoc and Research & Teaching Associate at our institute, published in the Kurier under the title “Erkenntnisse durch…