Michael Riegler

Michael Riegler is a Research Associate at the Institute of Marketing, University of Applied Sciences Wiener Neustadt. His work focuses on the intersection of marketing, social media, and digital communication, particularly in the travel industry and destination marketing.

His current research explores virtual influencers in the travel sector, analyzing their effectiveness in engaging target audiences and enhancing destination branding. This includes practical case studies like 'Pedacola - The white cola from the Mühlviertel' which examines food marketing strategies.

Key publications include contributions to food marketing case studies and B2B communication insights. His expertise spans digital marketing, brand management, and consumer behavior, with a strong emphasis on virtual influencer applications.

• Contact: michael.riegler@fhwn.ac.at
• Phone: +43/5/0421 2326