Wolfgang J. Weitzl, PhD

Adjunct Research Associate



U:cris Profile   FIDES Profile   Teaching

Dr. Wolfgang Jonas 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) service marketing with a special emphasis on complaing handling and consumer complaining behaviors (e.g., revenge taking); and (3) online persuasion (including the role of trust and deception).

Wolfgang 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. He 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 teaches 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 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. He 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 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

  • Service Marketing (esp. Customer Complaining, Service Recovery)
  • Customer-Brand Relationship Management
  • Online Persuasion (eWOM, Online Advertising)
  • Consumer Engagement

Selected Publications

  • Weitzl, Wolfgang J. 2019. Webcare's effect on constructive and vindictive complainants. Journal of Product and Brand Management, 28, (pages tba).
  • Weitzl, Wolfgang J., Hutzinger, Clemens, Einwiller, Sabine. 2018. An empirical study on how webcare mitigates complainants' failure attributions and negative word-of-mouth. Computers in Human Behavior, 89, 316-327.
  • Weitzl, Wolfgang J., Hutzinger, Clemens. 2017. The effects of marketer- and advocate-initiated service recovery responses on silent bystanders. Journal of Business Research 80, 164-175.

[Full list of publications and presentations]

Selected Projects and Funding

  • 2018: "Native advertising: Appearance, perceptions and effects" (supported by KommAustria) - Funding of EUR 22.217,- together with S. Einwiller
  • 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 of 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.-


  • 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]