Nils Wlömert

Professor Nils Wlömert holds the Chair of Marketing at WU Vienna University of Economics and Business, where he leads the Institute for Retailing & Marketing. His research examines how digital platforms, emerging technologies, and business model innovations reshape markets and consumer behavior, particularly in music and media industries.

• Key research areas: Quantitative Marketing, Platform Economics, User-Generated Content, Social Media, Content Distribution

His work investigates the complex relationships between streaming services and music revenue, platform regulation effects, and social media's impact on content demand. Notable findings include the dual role of UGC platforms in stimulating or cannibalizing revenue, and the development of NADE (Natural Affect DEtection) for advanced emotion analysis from text using emojis.

Scientific contributions include:

• Best Paper Award (2016) for empirical work on Spotify's market entry
• Published in top journals: Journal of Marketing, Marketing Science, International Journal of Research in Marketing

Current projects explore social media boycotts, playlist curation effectiveness, and privacy regulation impacts on advertising. He collaborates with researchers across Europe and the U.S., employing quasi-experimental designs and big data analysis to address critical industry questions.