Ulrike Phieler

Ulrike Phieler
Wirtschaftsuniversität Wien | WU · Department of Marketing

Doctor of Business Administration

About

7
Publications
1,201
Reads
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60
Citations
Citations since 2016
5 Research Items
60 Citations
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Additional affiliations
January 2019 - November 2020
Technische Universität Berlin
Position
  • Research Assistant
November 2017 - December 2018
European University Viadrina Frankfurt (Oder) and German Graduate School of Management Heilbronn
Position
  • Researcher
January 2013 - November 2017
Europa-Universität Viadrina Frankfurt (Oder)
Position
  • Research and Teaching Assisitant

Publications

Publications (7)
Article
Seeded Marketing Campaigns (SMCs) have become part of the marketing mix for many Fast-Moving Consumer Goods (FMCG) companies in recent years. In addition to making large investments in advertising and sales promotions, these firms now encourage seed agents or micro-influencers to discuss brands with friends and acquaintances to create further value...
Article
Growing a digital platform requires bringing users to the platform and converting them into adopting the online service or community. Growth may be supported with advertising, but knowledge about what type of advertising affects what stage in the adoption funnel is incomplete. This research investigates how television and print advertising, digital...

Network

Cited By

Projects

Project (1)
Project
Word-of-Mouth Marketing Campaigns are of growing interest to managers, but little is understood about how to manage them effectively. This research tackles questions like how to integrate them into an existing marketing plan, how and where it should be employed to support online adoption, or how campaign design and brand characteristics impact relevant campaign outcomes.