Nadia Abou Nabout
Univ.Prof. Dr. Nadia Abou Nabout- Telephone:
- +43 1 31336 4900
- Email:
- nadia.abounabout@wu.ac.at
- About me:
- • Online Display Advertising • Programmatic Buying and Real-Time Bidding • Search Engine Advertising • Influencer Marketing
Affiliation
CV
-
since
2014
- Professor of Interactive Marketing & Social Media, Vienna University of Economics and Business, Austria 2014
- Tenure Track Professor of Technology Marketing, Technische Universität München, Germany 2013
- Visiting Scholar, Özyeğin in University, Istanbul, Turkey 2012-2014
- Postdoctoral Research Fellow, Goethe University Frankfurt, Germany 2011
- Visiting Scholar, Robert H. Smith School of Business, University of Maryland, USA 2009-2012
- Doctoral Student, Goethe University Frankfurt, Germany
Researcher Identifier
-
No researcher identifier found.
Awards and Honors
- 2021
- WU Award for Star Journal Publication
- 2017
- Researcher of the Month, WU Vienna
- 2013
- EHI Retail Institute and GS1 Germany (Winner), Wissenschaftspreis
- EMAC-McKinsey (Winner), Marketing Dissertation Award
- Horizont Stiftung (Winner), Förderpreis
- Stiftung Industrieforschung (Winner), Dissertation Award
- Vodafone-Stiftung für Forschung (Winner), Fritz-Joussen-Preis
- 2012
- Alcatel-Lucent Stiftung (Winner), Dissertation Award
- Dean's Publication Award/Sturm und Drang Preis (Runner-Up), B. Skiera and Abou Nabout, N. (2012): PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising
- Emerald/EFMD (Winner) 2012 Emerald/EFMD Outstanding Doctoral Research Award
- Industrie- und Handelskammer Frankfurt a.M. (Winner), Dissertation Award
- International Journal of Research in Marketing, Best Paper Award 2012
- McKinsey & Company (Second Place), Business Technology Award
- 2011
- Gary L. Lilien ISMS-MSI Practice Prize Competition (Finalist), B. Skiera and Abou Nabout, N. (2012): PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising
Classifications
- 5320 Marketing (Details)
Expertise
- Influencer Marketing
- Online Display Advertising
- Programmatic Advertising
- Search Engine Advertising
Activities
| Position in committee for appointments | ||
|---|---|---|
| 2021 | WWU Münster - Reviewer | |
| 2019 | WWU Münster - Reviewer | |
| 2018 | Bocconi University - Reviewer | |
| Position in internal committee for appointments | ||
| 2021 | Marketing with focus on B2B - Head of committee | |
| 2021 | Marketing in a global economy - Head of committee | |
| 2020 | Marketing with focus on retailing and data science - Committee member | |
| 2020 | Distributed ledgers and token economy 2 - Committee member | |
| 2019 | Marketing in a digital economy - Head of committee | |
| 2019 | Distributed ledgers and token economy 1 - Committee member | |
| 2017 | Finance - Committee member | |
| Position in internal habilitation committee | ||
| 2021 | Dr. Thomas Rusch - Committee member | |
| 2020 | Prof. Dr. Nils Wlömert - Head of committee | |
| 2020 | Dr. Katerina Makri - Committee member | |
| 2020 | Dr. Cristina Cabanillas - Committee member | |
| 2018 | Prof. Dr. Ulrike Kaiser - Committee member | |
| Reviewer for scientific organization | ||
| since 2017 | Netherlands Organisation for Scientific Research - Reviewer | |
| since 2016 | Stiftung Industrieforschung - Reviewer | |
| since 2016 | Deutsche Forschungsgemeinschaft (DFG) - Reviewer | |
| Member of the editorial board | ||
| since 2021 | Schmalenbach Journal of Business Research - Member Editorial Board | |
| since 2019 | International Journal of Research in Marketing - Member Editorial Board | |
| since 2015 | transfer Zeitschrift - Werbeforschung & Praxis - Member Editorial Board | |
| Reviewer for a scientific journal | ||
| since 2021 | PLOS ONE - Reviewer | |
| since 2020 | Management Science - Reviewer | |
| since 2020 | Journal of Media Economics - Reviewer | |
| since 2019 | Journal of Marketing - Reviewer | |
| since 2017 | Production and Operations Management - Reviewer | |
| since 2017 | Journal of Marketing Behavior - Reviewer | |
| since 2017 | International Journal of Research in Marketing - Reviewer | |
| since 2016 | Marketing Science - Reviewer | |
| since 2013 | Journal of Interactive Marketing - Reviewer | |
| since 2012 | Electronic Commerce Research Journal - Reviewer | |
| since 2012 | BISE/Wirtschaftsinformatik - Reviewer | |
| Organisation of Research Seminar | ||
| since 2019 | Research seminar series - Organizer | |
| 2015-2017 | Department colloquium - Initiator & organizer | |
| Reviewer for an international conference | ||
| since 2017 | Verein für Socialpolitik 2017 - Reviewer | |
| since 2017 | EMAC Regional Conference 2017 - Reviewer | |
| since 2014 | European Marketing Academy (EMAC) - Reviewer | |
| since 2013 | European Conference on Information Systems (ECIS) - Reviewer | |
| Organization scientific meeting (Conference etc.) | ||
| 2019 | SALTY Konferenz - Organizer | |
| Organization other meeting (Excursion etc.) | ||
| 2021 | WU matters. WU talks. Post-Cookie Ära - Organizer | |
| 2017 | WU matters. WU talks. Influencer Marketing - Organizer | |
| Position in administration | ||
| since 2020 | MSc Marketing - Deputy program director | |
| since 2019 | Senat - Member | |
| 2016-2018 | Studienkommission - Member | |
| 2016-2018 | Kommission "Excellent Teaching Award" - Member | |
| since 2016 | Doktoratsbeauftragte - Member | |
| Academic advisor | ||
| since 2015 | Bogaziçi University, Koç University, Sabanci University | |
| Supervisor dissertation | ||
| 2018 | Sila Ada, PhD - Advisor | |
| 2017 | Dr. Silke Hieke - Committee member | |
| 2017 | Dr. Martin Stange - Committee member | |
| 2016 | Dr. Markus Hagenmeier - Committee member | |
| Mentoring | ||
| since 2021 | Goethe Universität Frankfurt - Mentor | |
| 2017 | WU4YOU’s scholarship program - Mentor | |
| Other scientific activities | ||
| 2019 | Universität Tübingen - Reviewer of study program | |
Publications
Journal article
| 2021 | Shehu, Edlira, Abou Nabout, Nadia, Clement, Michel. 2021. The Risk of Programmatic Advertising: Effects of Website Quality on Advertising Effectiveness. International Journal of Research in Marketing. 38 (3), 663-677. | (Details) | |
| 2015 |
Abou Nabout, Nadia. 2015. A Novel Approach for Bidding on Newly Set-Up Search Engine Advertising Campaigns. European Journal of Marketing. 49 (5/6), 668-691.
|
(Details) | |
| 2014 | Abou Nabout, Nadia, Lillienthal, Markus, Skiera, Bernd. 2014. Empirical Generalizations in Search Engine Advertising. Journal of Retailing. 90 (2), 206-216. | (Details) | |
| 2013 | Abou Nabout, Nadia, Skiera, Bernd. 2013. PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising. Marketing Science. 32 (2), 213-220. | (Details) | |
|
Abou Nabout, Nadia, Skiera, Bernd. 2013. Return on Quality Improvements in Search Engine Marketing. Journal of Interactive Marketing. 26 (3), 141-154.
|
(Details) | ||
| 2012 | Abou Nabout, Nadia, Skiera, Bernd, Stepanchuck, Tanja, Gerstmeier, Eva. 2012. An Analysis of the Profitability of Fee-Based Compensation Plans for Search Engine Marketing. International Journal of Research in Marketing. 29 (1), 68-80. | (Details) |
Chapter in edited volume
| 2020 | Abou Nabout, Nadia, Ada, Sila. 2020. Overcoming Quality Issues in Digital Display Advertising Using Digital Dashboards. In: The Routledge Companion to Strategic Marketing, Hrsg. Bodo B. Schlegelmilch, Russell S. Winer, 449-465. New York: Routledge. | (Details) | |
| 2016 | Funk, Burkhardt, Abou Nabout, Nadia. 2016. Cross-Channel Real-Time Response Analysis. In: Programmatic Advertising: The Successful Transformation to Automated Data-Driven Marketing in Real-Time. In: Management for Professionals, Hrsg. O. Busch, 141-151. Schweiz: Springer International Publishing Switzerland. | (Details) | |
| 2014 | Hristev, Sotir, Abou Nabout, Nadia. 2014. Echtzeithandel von Werbung im Real-Time-Advertising. In: Deutscher Dialogmarketing Verband e. V. Hrsg. Dialogmarketing Perspektiven 2013/2014: Tagungsband 8. wissenschaftlicher interdisziplinärer Kongress für Dialogmarketing, 243-260. Wiesbaden: Springer. | (Details) | |
| 2013 | Skiera, Bernd, Abou Nabout, Nadia. 2013. Gewinnmaximales Suchmaschinenmarketing. In: Digital Commerce: Online den Umsatz steigern: Wie Multichannel, Social Web und Mobile den Handel verändern, Hrsg. Schwarz, Torsten, 241-248. Waghäusel: - | (Details) |
Paper presented at an academic conference or symposium
| 2021 | Hotz-Behofsits, Christian, Wlömert, Nils, Abou Nabout, Nadia. 2021. NADE: Natural Affect Delection. 50th Conference of the European Marketing Academy (EMAC), Madrid, Spanien, 25.05.-28.05. | (Details) | |
| 2020 | Hotz-Behofsits, Christian, Wlömert, Nils, Abou Nabout, Nadia. 2020. More than a Feeling: The Relevance and Versatility of Emotions on Social Media. 42nd INFORMS Marketing Science Conference, Chapel Hill, Vereinigte Staaten/USA, 12.06.2020. | (Details) | |
| 2019 | Ada, Sila, Abou Nabout, Nadia, McDonnell Feit, Elea. 2019. Placement Disclosure in Ad Auctions: Evidence From a Policy Change. Workshop on Information Systems and Economics, München, Germany, 19.12.2019. | (Details) | |
| 2018 | Uhl, Christina, Miller, Klaus, Abou Nabout, Nadia. 2018. Have You Seen This Ad? The Impact of Display Ad Viewability on Advertising Effectiveness. 40th INFORMS Marketing Science Conference, Philadelphia, Vereinigte Staaten/USA, 14.06-16.06. | (Details) | |
| Uhl, Christina, Miller, Klaus, Abou Nabout, Nadia. 2018. Have You Seen This Ad? The Impact of Display Ad Viewability on Advertising Effectiveness. 47th Conference of the European Marketing Academy (EMAC), Glasgow, Großbritannien, 14.06-16.06. | (Details) | ||
| Uhl, Christina, Miller, Klaus, Abou Nabout, Nadia. 2018. Have You Seen This Ad? The Impact of Display Ad Viewability on Advertising Effectiveness. 31st EMAC Doctoral Colloquium, Glasgow, Großbritannien, 27.05-29.05. | (Details) | ||
| Uhl, Christina, Miller, Klaus, Abou Nabout, Nadia. 2018. Have You Seen This Ad? The Impact of Display Ad Viewability on Advertising Effectiveness. Theory and Practice in Marketing (TPM), Los Angeles, Vereinigte Staaten/USA, 16.05-18.05. | (Details) | ||
| Ada, Sila, Abou Nabout, Nadia. 2018. Less is more: Effect of ad clutter in online display advertising. 47th Conference of the European Marketing Academy (EMAC), Glasgow, Großbritannien, 29.05-01.06. | (Details) | ||
| Ada, Sila, Abou Nabout, Nadia. 2018. Less is more: Effect of ad clutter in online display advertising. 40th INFORMS Marketing Science Conference, Philadelphia, Vereinigte Staaten/USA, 14.06-16.06. | (Details) | ||
| Wlömert, Nils, Hotz-Behofsits, Christian, Abou Nabout, Nadia. 2018. Online Content Monetization: How Paywalls Affect Human Brand Success. 40th INFORMS Marketing Science Conference, Philadelphia, Vereinigte Staaten/USA, 13.06.-16.06. | (Details) | ||
| Hotz-Behofsits, Christian, Wlömert, Nils, Abou Nabout, Nadia. 2018. Online Content Monetization: The Effect of Paywalls on Influencer’ Success. 47th EMAC Conference, Schottland, United Kingdom, 30.05.2018. | (Details) | ||
| 2017 | Ada, Sila, Abou Nabout, Nadia. 2017. Disclosing information about ad placements in online display advertising: The effect on demand and price. 39th INFORMS Marketing Science Conference, Los Angeles, Vereinigte Staaten/USA, 07.06-10.06. | (Details) | |
| Ada, Sila, Abou Nabout, Nadia. 2017. Disclosing information about ad placements in online display advertising: The effect on demand and price. 30th EMAC Doctoral Colloquium, Groningen, Netherlands, 22.05 - 23.05. | (Details) | ||
| Ada, Sila, Abou Nabout, Nadia. 2017. Disclosing information about ad placements in online display advertising: The effect on demand and price. 46th Conference of the European Marketing Academy (EMAC), Groningen, Niederlande, 23.05-26.05. | (Details) | ||
| Wlömert, Nils, Hotz-Behofsits, Christian, Abou Nabout, Nadia. 2017. How Paywalls affect Human Brand Success. ANZMAC Conference 2017, Melbourne, Australien, 04.12.-06.12. | (Details) | ||
| Hotz-Behofsits, Christian, Wlömert, Nils, Abou Nabout, Nadia. 2017. Online Content Monetization: The Effect of Paywalls on Influencer’ Success. 39th INFORMS Marketing Science Conference, Los Angeles, Vereinigte Staaten/USA, 07.06.-10.06. | (Details) | ||
| Uhl, Christina, Miller, Klaus, Abou Nabout, Nadia. 2017. The Impact of Display Ad Viewability on Advertising Effectiveness. 39th INFORMS Marketing Science Conference, Los Angeles, Vereinigte Staaten/USA, 07.06-10.06. | (Details) | ||
| Uhl, Christina, Miller, Klaus, Abou Nabout, Nadia. 2017. The Impact of Display Ad Viewability on Advertising Effectiveness. 46th Conference of the European Marketing Academy (EMAC), Groningen, Niederlande, 23.05-26.05. | (Details) | ||
| Maleki, Elham, Ahmadi, Iman, Abou Nabout, Nadia, Skiera, Bernd. 2017. Why Advertisers Should Not Target Narrow Audiences. 39th INFORMS Marketing Science Conference, Los Angeles, Vereinigte Staaten/USA, 07.06-10.06. | (Details) | ||
| 2016 | Stange, Martin, Abou Nabout, Nadia, Uhl, Christina, Funk, Burkhard. 2016. The Reduced Customer Revenue of TV-Induced Online Shoppers. 38th INFORMS Marketing Science Conference, Shanghai, China, 16.06.-18.06. | (Details) | |
| Ada, Sila, Abou Nabout, Nadia. 2016. Publisher Selection at Private Ad Exchanges. 45th Conference of the European Marketing Academy (EMAC), Oslo, Norway, 24.05-27.05. | (Details) | ||
| Ada, Sila, Abou Nabout, Nadia. 2016. Publisher Selection at Private Ad Exchanges. 38th INFORMS Marketing Science Conference, Shanghai, China, 16.06.-18.06. | (Details) | ||
| Stange, Martin, Abou Nabout, Nadia, Uhl, Christina, Funk, Burkhard. 2016. The Reduced Customer Revenue of TV-Induced Online Shoppers. 45th Conference of the European Marketing Academy (EMAC), Oslo, Norwegen, 24.05.-27.05. | (Details) | ||
| 2015 | Abou Nabout, Nadia. 2015. An Analysis of the Profitability of Even Pacing in Real-Time Bidding. 37th INFORMS Marketing Science Conference, Baltimore, Vereinigte Staaten/USA, 17.06.-20.06. | (Details) | |
| Shehu, Edlira, Abou Nabout, Nadia, Clement, Michel. 2015. The Risk of Advertising on Non-Premium Websites. 44th Conference of the European Marketing Academy (EMAC), Leuven, Belgien, 26.05-29.05. | (Details) | ||
| Shehu, Edlira, Abou Nabout, Nadia, Clement, Michel. 2015. The Risk of Advertising on Non-Premium Websites. 37th INFORMS Marketing Science Conference, Baltimore, Vereinigte Staaten/USA, 17.06.-20.08. | (Details) | ||
| 2013 | Abou Nabout, Nadia, Skiera, Bernd. 2013. Brand Bidding in Paid Search: Just Cannibalizing or Increasing Profit. Innovative Approaches to Measuring Advertising Effectiveness Conference, Philadelphia, Vereinigte Staaten/USA, 14.05.-16.05. | (Details) | |
| Abou Nabout, Nadia, Skiera, Bernd. 2013. Brand Bidding in Paid Search: Just Cannibalizing or Increasing Profit. 42st Conference of the European Marketing Academy (EMAC), Istanbul, Türkei, 04.06-07.06. | (Details) | ||
| 2012 | Abou Nabout, Nadia. 2012. PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising. 34th INFORMS Marketing Science Conference, Boston, Massachusetts, Vereinigte Staaten/USA, 06.06-09.06. | (Details) | |
| Skiera, Bernd, Abou Nabout, Nadia. 2012. PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising. 41st Conference of the European Marketing Academy (EMAC), Lisbon, Portugal, 23.05-26.05. | (Details) | ||
| Skiera, Bernd, Abou Nabout, Nadia. 2012. PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising. 12th INFORMS Conference on Business Analytics & Operations Research, Huntington Beach, California, Vereinigte Staaten/USA, 15.04-17.04. | (Details) | ||
| 2011 | Abou Nabout, Nadia, Skiera, Bernd. 2011. Profitability of Search Engine Marketing. Doctoral Colloquium at the 40th Conference of the European Marketing Academy (EMAC), Ljublijana, Slowenien, 24.05-27.05. | (Details) | |
| Skiera, Bernd, Abou Nabout, Nadia. 2011. PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising. New Developments in the Practice of Marketing Science 2011-2012: Impact and Implementation, Washington D.C. Vereinigte Staaten/USA, 09.12-10.12. | (Details) | ||
| Abou Nabout, Nadia, Skiera, Bernd. 2011. Return on Quality Improvements in Search Engine Marketing. 33rd INFORMS Marketing Science Conference, Houston, Texas, Vereinigte Staaten/USA, 09.06.-11.06. | (Details) | ||
| 2010 | Abou Nabout, Nadia, Skiera, Bernd. 2010. Is 1+1 Really 2? Synergy and Cannibalization Effects in Keyword Advertising. 32nd INFORMS Marketing Science Conference, Köln, Deutschland, 16.06-19.06. | (Details) |
Dissertation
| 2012 | Abou Nabout, Nadia. 2012. Optimal Search Engine Marketing. Hamburg: Kovac. | (Details) |
Magazine/newspaper article
| 2020 | Shehu, Edlira, Abou Nabout, Nadia, Clement, Michel. 2020. Brand Safety Probleme und Programmatic Advertising. d3con UPDATE, 31.01.20 | (Details) | |
| 2018 | Hotz-Behofsits, Christian, Wlömert, Nils, Abou Nabout, Nadia. 2018. Influencer – Trendsetter für Ihre Follower und ein spannender Marketingkanal für Unternehmen. Werbeforschung und Praxis, 31.05.18 | (Details) | |
| 2015 | Abou Nabout, Nadia. 2015. Insitut für Interactive Marketing & Social Media. transfer Werbeforschung & Praxis, 31.03.15 | (Details) | |
| 2013 | Abou Nabout, Nadia, Skiera, Bernd. 2013. Rechnet sich Brand Bidding? absatzwirtschaft, 01.10.13 | (Details) | |
| 2012 | Skiera, Bernd, Abou Nabout, Nadia, Vogel, Steffen. 2012. Suchmaschinenmarketing: mit spitzer Feder rechnen. Bank und Markt, 01.10.12 | (Details) |
Unpublished lecture
| 2019 | Abou Nabout, Nadia. 2019. Placement Disclosure in Ad Auctions: Evidence from a Policy Change. GRK privacy and trust, Darmstadt, 19.11.19 | (Details) | |
| 2018 | Abou Nabout, Nadia. 2018. The Risk of Programmatic Advertising: Website Quality Effects. Kommissionstagung Marketing, Münster, 25.01.18 | (Details) | |
| 2017 | Abou Nabout, Nadia. 2017. The Reduced Customer Revenue of TV-Induced Online Shoppers. Online Marketing Konferenz (OMK), Lüneburg, 28.07.17 | (Details) | |
| Abou Nabout, Nadia. 2017. The Reduced Customer Revenue of TV-Induced Online Shoppers. Feld M Wissensdurst 08, München, 14.03.17 | (Details) | ||
| 2016 | Abou Nabout, Nadia. 2016. The Risk of Programmatic Advertising: Website Quality Effects. KU Leuven-Vlerick marketing camp, Leuven, 09.09.16 | (Details) | |
| Abou Nabout, Nadia. 2016. The Risk of Programmatic Advertising: Website Quality Effects. 2. Passauer Digital Marketing Konferenz, Passau, 11.03.16 | (Details) |
Projects
- 2015
- Data in Real-Time Online Advertising (2015-2016) (Details)