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Vienna AdME Research Group


As a part of the Department of Communication of the University of Vienna, the Vienna Advertising and Media Effects (AdMe) Research Group deals with the impact of modern media environments on people's thinking, behavior, and opinions. The research focus of our group includes areas such as marketing communication, advertising effectiveness, hybrid forms of advertising, political advertising, as well as the cognitive, emotional, and behavioral effects of mass media more generally. Working with quantitative and qualitative social science methods, we integrate scholarship from communication science, social psychology, political science, and marketing.



New publication! The Journal of the Academy of Marketing Science published an article by Johannes Knoll and Jörg Matthes entitled "The effectiveness of celebrity endorsements: A meta-analysis".


The article "Do you take credit cards? The attitudinal and behavioral effects of advergames targeted at children" by Brigitte Naderer, Jörg Matthes and Manina Mestas recently appeared in vol. 15 (issue 6) of the Journal of Consumer Behaviour.


Jörg Matthes awarded AEJMC's 2016 Hillier Krieghbaum Under 40 Award! Professor Matthes received the prestigious award at AEJMC's 2016 Conference in Minneapolis. According to the AEJMC, the award honors scholars "under 40 years of age who have shown outstanding achievement and effort in all three AEJMC areas: teaching, research and public service." Congratulations, Jörg!


New publications! Johannes Knoll's article "Advertising in Social Media: A Review of Empirical Evidence" appeared in vol 35, issue 2 of The International Journal of Advertising: The Review of Marketing Communications.

Furthermore, the Journal of Media Psychology published an article by Raffael Heiss and Jörg Matthes on "Mobilizing for some: The effects of politicians' participatory Facebook posts on young people's political efficacy".

Top Paper Award at AEJMC 2016! The paper "Nudity of male and female characters in television advertising across the globe" by Jörg Matthes & Michael Prieler received the Second Place Faculty Research Paper Award from AEJMC's Advertising Division at the AEJMC Annual Conference in Minneapolis, Minnesota.


Alice Binder joining AdME! We are pleased to welcome Alice within our ranks. Alongside Brigitte Naderer, Agnes Obereder and Ines Spielvogel she will work in our research project "Food Product Placements in Children's Movies". Alice studied Communication Science (BA, 2013) at our department and completed her MA studies in June 2016. Welcome to our research group, Alice!

New uni:docs fellow! We are also delighted to annouce that Raffael Heiss was awarded an uni:docs fellowship. The uni:docs fellowship program by the University of Vienna selects and funds outstanding doctoral candidates for a period of three years. Raffael has already been a junior researcher in the project "FacePolitics. Social Media and Participatory Politics for Adolescents" since November 2014. Congratulations, Raffi!


The dates and topics of this semester's research colloquium are now available. As usual, we invite everyone to join us on interesting debates. Please also check who's given a talk at our colloquium in the past years.

Furthermore, the journal Sex Roles published a new article by Jörg Matthes, Michael Prieler and Karoline Adam entitled "Gender-role portrayals in television advertising across the globe".


Jörg Matthes new Head of AEJMC's CT&M Division! Professor Matthes has been appointed as new Division Head of the Communication Theory and Methodology Division of AEJMC, after serving the division in several positions for four years. He has taken over his new position during AEJMC's annual conference in Minneapolis (USA) in August 2016. His term of service will be completed in summer 2017 in Chicago, where AEJMC will hold its next annual conference.

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Abteilung Werbeforschung
Univ.-Prof. Dr. Jörg Matthes
Institut für Publizistik- und Kommunikationswissenschaft
Währinger Straße 29
1090 Wien
University of Vienna | Universitätsring 1 | 1010 Vienna | T +43-1-4277-0