معرفی
Nadia Abou Nabout is a Professor and Head of the Institute for Interactive Marketing & Social Media (IMSM) at WU Vienna, School of Business. She is actively engaged in research at the intersection of marketing and information systems, with a strong focus on emerging technologies in digital advertising.
Her educational background includes a degree in Business Administration and Economics from the University of Wuppertal (2009) and a PhD in Marketing from Goethe University Frankfurt (2012). She was a visiting researcher at the University of Maryland (2011) and Özyeğin University in Istanbul (2013), where she taught in the MBA program. Prior to joining WU Vienna in 2014, she held a tenure-track professorship at Technische Universität München.
Nadia’s research centers on the application of advanced technologies in marketing, particularly real-time bidding and programmatic buying, which enable automated trading of ad impressions through advertising exchanges. Her work emphasizes improving marketing decision-making through data-driven approaches and close industry collaboration. She has published in leading journals such as Marketing Science, International Journal of Research in Marketing, and Journal of Retailing.
Her recent publications span from 2010 to 2025, reflecting sustained scholarly output in digital marketing and advertising technologies. The thematic focus of her articles includes algorithmic advertising, revenue models in search engines, and the financialization of digital ad markets.
- Finalist, Gary L. Lilien 2011–12 ISMS-MSI Practice Prize Competition
Nadia has led extensive industry collaborations and has contributed to both academic and practical advancements in marketing science. She supervises research at the Institute for Interactive Marketing & Social Media and mentors junior researchers, though specific student names are not listed. She has not received mention of external grants, but her research impact is evident through high-quality publications and competitive recognition.
She leads the Institute for Interactive Marketing & Social Media (IMSM) at WU Vienna, a research unit dedicated to exploring the evolving dynamics of digital and interactive marketing, social media strategies, and data-driven consumer engagement.
