Michael Wölk

Michael Wölk serves as a Research Associate at the Institute of Marketing within the Faculty of Business at the University of Applied Sciences Wiener Neustadt (FHWN), based at the Wieselburg Campus. His research bridges digital behavior analysis and sustainable energy systems through interdisciplinary projects.

His primary research interests focus on digital well-being dynamics, particularly examining how parental social media usage impacts children's digital habits, and renewable energy community development, where he investigates integration of photovoltaic systems, battery storage, and electric vehicle charging infrastructure. His work combines consumer science methodologies with behavioral psychology frameworks to address real-world sustainability challenges.

Wölk's recent publications reveal strong thematic clustering in two domains: 1) digital ethics interventions targeting hate speech mitigation through behavioral nudges, and 2) practical implementation barriers in community energy projects. His research consistently emphasizes evidence-based solutions for complex socio-technical systems.

His active research initiatives include the DigiWell project analyzing parental digital influence and the NETSE project developing communication interfaces for energy communities. Wölk frequently presents findings at academic conferences and contributes to public discourse through media engagements on energy community challenges.