Business and Management Research News

A recent collaboration between the business and management department’s own Dr. Maria Madlberger and one of our graduate students, Mauro Ortiz Bustamante, culminated in a conference publication. Mr. Ortiz Bustamante’s thesis on video advertising, “Commenting, Liking, Sharing: Drivers of Intention to Provide User Response to Video Advertisements in Social Media”, was supervised by Dr. Madlberger and featured at the International Association for Development of the Information Society’s 17th International Conference on WWW/Internet in Budapest. We sat down with Dr. Madlberger to discuss her academic pursuits in marketing, her collaboration with Mr. Ortiz Bustamante, and the strong interest with which students approach her about her research.


WVPU: Could you please tell us about your recent article publication on video marketing?

Dr. Madlberger:

The Internet offers an increasing variety of communication med

iums which go far beyond traditional mass communication. In recent years, social media in particular has transformed communication among individuals, but also between companies and their target audiences. The numerous ways by which Internet users can now create user-generated content and social user responses, such as liking, sharing, commenting, or uploading content has led to a paradigm shift in digital marketing. Whereas classical communication is restricted to companies’ own communication or paid advertising, the Internet offers a new type of communication – earned media.

This paper on video marketing addresses its potential as a form of earned media. Its goal is the investigation of factors which drive positive user responses – including likes, shares, and comments – to video advertisements on social media. We identified different Internet users’ experiences – absorption, credibility, perceived length, and perceived usefulness – as factors which influence a viewer’s attitude about a video ad as well as that viewer’s response intention. While the paper’s findings support the majority of the hypotheses, the impact of credibility could not be demonstrated. With this study we were among the first who specifically investigated impact factors which are relevant in video marketing and explicitly address users’ intention to provide user responses on social media.

Dr. Maria Madlberger


WVPU: You have involved a Webster Vienna student in this research. Could you tell us about that?

Dr. Madlberger:

The article was a collaboration with MSc in Marketing graduate student Mauro Ortiz Bustamante. He was writing his bachelor thesis under my supervision. Mauro’s approach to the development of the research model and the research instrument – an online questionnaire for a quantitative survey – was excellent, so I learned early on in our collaboration of his potential as an academic researcher. After the finalization of his bachelor thesis, we revised his thesis, collected more data, and submitted it to the WWW/Internet conference where it was accepted for publication.

I am personally very happy and proud that Webster Vienna educates students who conduct research at such a high level that the results can be published academically. This project has turned out to be a true integration of teaching and research. I am particularly glad to see the benefit of this project for Mauro, who gained valuable experience and professional research skills and has made it to his first publication record already after finishing his bachelor studies. Mauro’s passion and determination in this project was impressive and a truly joyful experience.

I am very grateful to Mauro for the productive and delightful cooperation. This successful project makes me aim to involve students in my future research as well.

Mario Ortiz Bustamante


WVPU: Your research is often related to digital marketing and e-commerce. Why are you interested in this particular area within marketing?

Dr. Madlberger:

My research interests have always been driven by academic relevance and practical utility. A constant factor in my research is the role of information systems in the context of marketing management. I am convinced that an interdisciplinary view that integrates marketing with the information systems context is necessary to provide useful answers to up-to-date marketing concerns and challenges.

Within marketing, digitization and e-commerce enable and require innovative strategies in order to fulfill customer expectations, maximize efficiency, and sustain competitiveness. Nowadays, e-commerce goes far beyond online selling and advertising; it covers electronic support of all marketing instruments and activities including marketing research and business models.

Turning again to the integration of teaching and research, I also see the extraordinary interest of students in the field of digital marketing. On the one hand, students are very Internet-savvy digital natives, on the other hand, they understand the increasing demand for competence in digital marketing management for their professional careers. This is not only reflected in a high student engagement in the classroom, but also in their large demand for digital marketing-related bachelor and master theses. Thus, a synergy of my research in the digitization in marketing is the high popularity of my research interests among students.


WVPU: Where do you think your research on the topic of your recent article will go next? Which questions are you working on?

Dr. Madlberger:

Research on social media is in a very early stage as the number of applications and communication features is growing more quickly than the academic understanding of their consequences. One current issue in social media marketing is influencer marketing where I am involved in several projects, partly in collaboration with Webster Vienna graduate students. In this research stream, we are investigating attributes and attitudes towards influencers – Internet users with many followers who make product recommendations – and their impact on consumer behavior. I look forward to seeing some projects being finalized soon and collaborating with some of the involved students on future publications.