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Wolfgang Weitzl, PhD

Senior Researcher (Post-Doc)

Althanstr. 14 (UZA II)
1090 Vienna
AUSTRIA

Room: 2H 306
Consultation hours: Tue, 1-2pm

Phone: +43-1-4277-48312
eFax: +43-1-4277-8483 12

eMail: wolfgang.weitzl@univie.ac.at


Dr. Wolfgang Weitzl is a post-doctoral research associate within the Corporate Communication Research Group (CCom) at the Department of Communication at the University of Vienna. His main research interests include the following topics: (1) consumer engagement (with a special emphasis on online consumer-to-consumer interactions (eWOM) including online customer reviews, online complaints on social media, brand advocates/activists, and brand communities); (2) (proactive) crisis communication; (3) integrated (marketing) communication in the digital age; and (4) online persuasion (including the role of trust and deception).

Wolfgang Weitzl has published various articles on above mentioned topics as well as on issues related to marketing, retailing, consumer behaviour and psychology. His research is primarily driven by quantitative research methods. Dr. Weitzl also serves as a reviewer for several journals (e.g., Psychology & Marketing, Journal of Business Research, European Journal of Marketing) and international conferences (e.g., AMA, AMS WMC, ANZMAC, EMAC). He is member of different academic organizations including the European Marketing Academy (EMAC), the American Marketing Association (AMA), Association for Consumer Research (ACR), the Society of Consumer Psychology (SCP), and the British Psychological Society (BPS).

He taught a number of subjects – including marketing management, branding, social media marketing, marketing communications, methods of marketing, social and communication research – at different academic institutions. His teaching is typically characterized by project-based courses in cooperation with companies and other organizations. The courses should assist students to understand the role and application of interdisciplinary research – including latest insights from the communications, public relations, marketing, and social psychology discipline – for solving managerial as well as societal problems. 

Wolfgang Weitzl received his Ph.D. in Management/Consumer Behaviour (2014) from the University of Vienna, where he was a research and teaching associate at the Department of Marketing before he joined the Institute for Retailing and Marketing at WU Vienna University of Economics and Business as an assistant professor. His doctoral thesis focuses on the influence of marketers’ and consumers’ communication in the era of social media by developing a new quantitative measurement scale for trust in electronic word-of-mouth (eWOM) and introducing a novel segmentation approach for online communication recipients. Wolfgang Weitzl received the Vienna Award for Retailing Research (2014) for his dissertation and various research funds. He also holds a M.Sc. (2009) and a B.Sc. (2008) in Business Administration from the University of Vienna. Before joining academia, Wolfgang Weitzl also gathered practical experience by working for numerous Austrian companies mainly in the communications and advertising sector.

[More information about Wolfgang Weitzl]


Main Research Interests and Expertise

  • Consumer Engagement (e.g., eWOM, Online Complaints, Brand Communities, Multichannel Consumer Behaviour)

  • Branding

  • Service Marketing, Crisis Communicaton & Complaint Management
     
  • Integrated (Marketing) Communication
     
  • Online Persuasion

Selected Publications

  • Weitzl, Wolfgang. 2014. Measuring electronic word of mouth effectiveness: Developing and applying the eWOM trust scale. Dissertation, University of Vienna.

  • Vetschera, Rudolf, Weitzl, Wolfgang, Wolfsteiner, Elisabeth. 2014. Implausible alternatives in eliciting multi-attribute value functions. European Journal of Operational Research (EJOR) 234 (1): 221-230.

  • Wagner, Udo, Ebster, Claus, Eske, Ulrike, Weitzl, Wolfgang. 2014. The influence of shopping carts on customer behavior in grocery store. Marketing. Zeitschrift für Forschung und Praxis (ZFP) 36 (3): 165-175.

  • Weitzl, Wolfgang, Zniva, Robert. 2010. The in-store antecedents and consequences of perceived shopping value for regularly purchased products. European Retail Research 24 (1): 121-148.

[Full list of publications and presentations]


Selected Projects and Funding

  • 2016: "The complex interplay between message ambiguity, valence and source credibility: The online customer review case," (supported by the Department of Communication, University of Vienna) - Funding EUR 1,500.-
       
  • 2015 to present: "The effects of brand fan pages on Facebook," (supported by the Austrian Economic Chambers) - Funding of EUR 26,540.- together with R. Zniva and S. Wiesel
     
  • 2015: "Customer brand engagement and brand equity creation on social networking sites," (supported by SPAR) - Funding of EUR 2,000.- together with C. Ofner
       
  • 2013: "Cross-validating and applying the eWOM trust scale: The US perspective," (supported by WU Vienna - Funding for small research projects) - Funding of EUR 2,800.- together with R. Zniva
     
  • 2013-2014: "An investigation of the trust concept in the context of social shopping," (supported by the University of Vienna - Early career research funding) - Funding of EUR 1,800.-

Teaching

  • Advanced Data Analysis: Structural Equation Modeling (starting 2016)
    Communication science, master program,
    2 semester hours, 5 ECTS credits

    Current lecture / Downloads and course details: Moodle

  • Baccalaureate I Seminar (SE BAKK1) (2015 to present)
    Mass media and communication science, bachelor program,
    2 semester hours, 6 ECTS credits

    Current lecture / Downloads and course details: Moodle

  • Research Seminar (STEP5) (2016 to present)
    Mass media and communication science, bachelor program,
    2 semester hours, 4 ECTS credits

    Current lecture / Downloads and course details: Moodle

  • Communication Research Seminar (UE KFOR) (2015 to present)
    Mass media and communication science, bachelor program,
    2 semester hours, 4 ECTS credits

    Current lecture / Downloads and course details: Moodle
      
  • Marketing Management (FK) (2011-2014)
    Business administration, bachelor program

      
  • Foundations of Marketing (FK) (2009-2013)
    Business administration, bachelor program

[Other/earlier courses and materials]


Supervised and Co-Supervised Master and Bachelor Theses

  • Khodaya, S. (forthcoming) "Investigating the digital consumer journey of fashion customers" (working title), bachelor thesis, Institute for Retailing and Marketing, WU Vienna.

  • Kaufmann, A. (forthcoming) "Successful advertising on social media" (working title), bachelor thesis, Institute for Retailing and Marketing, WU Vienna.

  • Hajgato, A. (forthcoming) "Augmented retailing" (working title), bachelor thesis, Institute for Retailing and Marketing, WU Vienna.

  • Bürger, D. (forthcoming) "Effectiveness of mobile push advertising" (working title), bachelor thesis, Institute for Retailing and Marketing, WU Vienna.

  • Baccarella, A. (forthcoming) "When positive online consumer comments turn into negative ones" (working title), bachelor thesis, Institute for Retailing and Marketing, WU Vienna.

  • Rünzler, M. (forthcoming) "Responding to online consumer complaints" (working title), bachelor thesis, Institute for Retailing and Marketing, WU Vienna.

  • Drexler, V. (forthcoming) "Impact of emotional electronic word-of-mouth" (working title), bachelor thesis, Institute for Retailing and Marketing, WU Vienna.
      
  • Tidoso, E. (forthcoming) "Brand advocates on social media: Who are they?" (working title), bachelor thesis, University of Vienna.
      
  • Spitzer, K. (2016) "Determinants of brand identification", bachelor thesis, University of Vienna.
      
  • Seger, V. (forthcoming) "Impact of Youtube brand advocates on online consumers" (working title), bachelor thesis, University of Vienna.
      
  • Mühlen, R. (forthcoming) "Personalized advertising on Facebook" (working title), bachelor thesis, University of Vienna.
      
  • Klusak, C. (forthcoming) "Investigating the motives of online complainers" (working title), bachelor thesis, University of Vienna.
      
  • Hagmann, N. (2016) "Impact of electronic word-of-mouth: A review" , bachelor thesis, University of Vienna.
      
  • Gasser, R. (2016) "Pros and cons of integrated marketing communication for customers", bachelor thesis, University of Vienna.
      
  • Schlaffer, S. (forthcoming) "Online consumer advocacy" (working title), bachelor thesis, Institute for Retailing and Marketing, WU Vienna.
       
  • Zottl, V. (forthcoming) "The dark sides of wrong re-targeting" (working title), bachelor thesis, Institute for Retailing and Marketing, WU Vienna.
       
  • Watzlawick, S. (2015) "Determinants and consequences of situational eWOM trust", bachelor thesis, Institute for Retailing and Marketing, WU Vienna.
       
  • Ofner, C. (2015) "The influence of a brand's Facebook fan page on its followers", master thesis, IMC University of Applied Sciences Krems.

  • Thonabauer, A. (2015) "The influence of an increasing dynamic environment of the Viennese computer retailing sector", master thesis, Institute for Retailing and Marketing, WU Vienna.

  • Leimert, H. (2015) "Strukturanalyse des Wiener Computerhandels [Structural analysis of the Viennese computer retailing sector]", bachelor thesis, Institute for Retailing and Marketing, WU Vienna.

  • Kaiser, P. S. (2014) "Vertrauensbasierte Segmentierung von Internetusern [Trust-based segmentation of US online consumers]", master thesis, University of Applied Sciences Burgenland.

  • Schön, S. (2014) "Der Einfluss des Country of Origin Effekts auf das Vertrauen in den Anbieter beim Kauf von Arzneiwaren in E-Apotheken [The influence of the country-of-origin effect on trust in online pharmacies]", master thesis, University of Applied Sciences Burgenland.

  • Ringhofer, C. (2013) "Determinanten des Vertrauens in Online-Kundenrezensionen [Antecedents of consumer trust in online customer reviews]", master thesis, University of Applied Sciences Burgenland.
      
  • Older theses (approx. 45) not listed.
Corporate Communication Research Group
Department of Communication
University of Vienna
Althanstraße 14 (UZA II)
1090 Vienna

T: +43-1-4277-483 20
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