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Elisabeth Wolfsteiner

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Elisabeth Wolfsteiner



Wissenschaftliche Mitarbeiterin Institute of Marketing & Sales


Campus Wieselburg
Zeiselgraben 4
3250 Wieselburg
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Research Activities

  • DigiWell

    This research project investigates the impact of parents' social media usage on the digital wellbeing of their children, an area that has received little attention despite the central role of social media in daily life. The aim is to develop evidence-based solutions by analyzing how parents use social media and its effects on children, to promote digital wellbeing in an increasingly digital world.

  • Human Branding über Selfies

    This project examines the effects of posting selfies on social networks for celebrities (and companies that work with them). Is the brand (both celebrities and companies) evaluated as more authentic and trustworthy in a selfie environment? Or does the selfie create such an intimate moment between celebrities and followers that sponsored content (if identified as such) confuses and angers consumers?

  • Virtuelle Influencer

    Companies are increasingly using virtual influencers (human-like, computer-generated figures who share their everyday lives with their followers on social media) to address their target group. Examples from practice show that virtual influencers are primarily “active” in the fashion and cosmetics industry, but other industries are also considered profitable for virtual influencers. This project examines the use of virtual influencers in the travel industry and their contribution to destination marketing.

  • biscuit4all

    The aim of the project is the development of a gender and diversity-sensitive framework model for interactive, digital solutions to promote climate-conscious behavior in different sustainability contexts. In the course of this, biscuit4all considers the 3 major climate-relevant contexts of energy use, mobility and nutrition.


  • Garaus, Marion/Wolfsteiner, Elisabeth (2023): Media multitasking, advertising appeal, and gender effects. In: Review of Managerial Science .
  • Wolfsteiner, Elisabeth/Garaus, Marion/Wagner, Udo/Girschick, Alexander (2023): Selfie campaigns as advertising tactic: mental imagery as a driver of brand interest and participation. In: International Journal of Advertising .
  • Garaus, Marion/Wolfsteiner, Elisabeth/Hu, Jennifer (2023): The unhealthy-tasty intuition in dining out situations: the role of health inferences and taste expectations. In: Frontiers in Nutrition.
  • Wolfsteiner, Elisabeth/Garaus, Marion (2023): When attention-grabbing tactics backfire during media multitasking: The detrimental effect of atypical advertising slogans on brand attitude. In: Telematics and Informatics.
  • Garaus, Marion/Wolfsteiner, Elisabeth/Florack, Arnd (2022): When food co-branding backfires: The overexpectation effect. In: Foods.
  • Garaus, Marion/Garaus, Christian/Wolfsteiner, Elisabeth/Jermendy, Charlotte (2022): Anthropomorphism as a differentiation strategy for standardized reusable glass containers. In: Sustainability .
  • Wolfsteiner, Elisabeth/Poscher, Thomas/Haitzer, Kristina (2022): Virtual reality in advertising: the influence of VR advertisements on brand interest via brand personality. In: Proceedings of the 7th International XR Conference.
  • Wolfsteiner, Elisabeth/Grohs, Reinhard/Reisinger, Heribert (2021): The impact of name and shame disclosure strategies on sponsor and ambusher brand attitude. In: Journal of Business Research .
  • Wolfsteiner, Elisabeth (2018): Das Wunschatelier – Deine Wünsche. Dein Kleid. In: Wagner, Udo/Reisinger, Heribert/Akbari, Karl (Hrsg.): Fallstudien aus der österreichischen Marketingpraxis 8. Facultas. Wien.
  • Garaus, Marion/Wolfsteiner, Elisabeth/Wagner, Udo (2016): Shoppers’ acceptance and perceptions of electronic shelf labels. In: Journal of Business Research .
  • Weitzl, Wolfgang/Wolfsteiner, Elisabeth/Einwiller, Sabine/Wagner, Udo (2016): When credibility truly matters online: Investigating the role of source credibility for the impact of customer reviews. In: Advances in Consumer Research.
  • Wolfsteiner, Elisabeth (2016): Styx – Naturkosmetik, die unter die Haut geht!. In: Wagner, Udo/Reisinger, Heribert/Schwand, Christopher (Hrsg.): Fallstudien aus der österreichischen Marketingpraxis 7. Facultas. Wien.
  • Wolfsteiner, Elisabeth/Grohs, Reinhard/Wagner, Udo (2015): Memory effects of different relational links between brands and sponsored events. In: Psychology & Marketing .
  • Wolfsteiner, Elisabeth/Grohs, Reinhard/Wagner, Udo (2015): What drives ambush marketer misidentification? In: Journal of Sport Management .
  • Vetschera, Rudolf/Weitzl, Wolfgang/Wolfsteiner, Elisabeth (2014): Implausible alternatives in eliciting multi-attribute value functions. In: European Journal of Operational Research.
  • Grohs, Reinhard/Reisinger, Heribert/Wolfsteiner, Elisabeth/Haas, Johanna (2013): At what age and how does understanding of product placement develop? In: Marketing ZFP – Journal of Research and Management.