Year: 2022

  • Binder, A., Neureiter, A., & Mayrhofer, M. (2022, March). Rethinking the persuasion knowledge model in the social media world: Does a like or follow reshape the model? Presentation at the (hybrid) annual conference of the American Academy of Advertising, March 24-27, St. Petersburg, USA.


Year: 2018

  • Mayrhofer, M. (2018, November). How source, disclosure and likes impact the effect of alcohol pictures on Facebook on alcohol attitudes and purchase intentions. Presentation at the annual conference of the Visual Communication Division of the German Communication Association (DGPuK), November 29-December 1, Vienna, Austria.
  • Mayrhofer, M., & Matthes, J. (2018, August). We drink so we are: Effects of perceived similarity with a drinker on observational learning. Presentation to the Communication Science, Environmental Health Risk Division at the AEJMC Annual Convention, August 6-9, Washington D.C., USA.
  • Mayrhofer, M., Naderer, B., & Matthes, J. (2018, August). Placing brands on Facebook: How the source and context of brand posts affect brand likeability. Presentation to the Advertising Division at the AEJMC Annual Convention, August 6-9, Washington D.C., USA.
  • Mayrhofer, M., Matthes, J., Naderer, B., & Einwiller, S. (2018, May). The impact of alcohol brand appearances on Facebook on purchase intention. Presentation at the 68th annual conference of the International Communication Association (ICA), May 24-28, Prague, Czech Republic. 
  • Naderer, B., Matthes, J., Binder, A., & Mayrhofer, M. (2018). Healthy, sweet, brightly colored, and full of vitamins: Affective and cognitive persuasive strategies of food placements and children's healthy eating behavior. Presentation at at the annual conference of the American Academy of Advertising (AAA), March 22-25, New York City, New York, USA.


Year: 2017

  • Mayrhofer, M., Einwiller, S., & Matthes, J. (2017). Advertising on Facebook: A boost of popularity or skepticism? Presentation at the 2017 Conference on Digital, Mobile Marketing, and Social Media Analytics, December 8-9, New York, USA.
  • Mayrhofer, M., Matthes, J., Einwiller, S., & Naderer, B. (2017, November). Advertisement disclosures on Facebook. Presentation at the annual conference of the Advertising Division and PR & Organizational Communication Division of the German Communication Association (DGPuK), November 23-25, Vienna, Austria.
  • Mayrhofer, M., Naderer, B., & Binder, A. (2017, August). The unhealthy fun: Food references in comedy series. Poster presentation to the ComSHER Division at the AEJMC Annual Convention, August 9-12, Chicago, Illinois, USA.
  • Mayrhofer, M. (2017, May) Laughing about a health risk? Alcohol in comedy series and its connection to humor. Presentation at the 67th annual conference of the International Communication Association (ICA), May 25-29, San Diego, USA.
  • Mayrhofer, M. & Naderer, B. (2017, May) Can mass media be an alcohol educator for everyone? Investigating the effects of portrayed alcohol consequences on alcohol expectancies and attitudes and the influence of viewers' characteristics. Presentation at the 67th annual conference of the International Communication Association (ICA), May 25-29, San Diego, USA.
  • Naderer, B., Matthes, J., Binder, A., Marquart, F., Mayrhofer, M., Obereder, A., & Spielvogel, I. (2017, May). Shaping children's healthy eating habits with food placements? Healthy and unhealthy food placements in movies, children's BMI, food-related parental mediation strategies, and food choice. Presentation at the 67th annual conference of the International Communication Association (ICA), May 25-29, San Diego, USA.
  • Dennler, R., Keller, T., Mayrhofer, M., & Kleinen-von Königslöw, K. (2017, April). Hinter den Lachern: Politischer Bias in "Last Week Tonight with John Oliver". Präsentation im Rahmen der Jahrestagung Schweizerische Gesellschaft für Kommunikations- und Medienwissenschaft (SGKM), 27.-28. April, Chur, Schweiz.


Year: 2016

  • Mayrhofer, M., & Matthes, J. (2016, August). Drinking at work: The portrayal of alcohol in workplace-related TV dramas. Paper presented to the Mass Communication and Society Division at the AEJMC Annual Convention, August 4-7, Minneapolis, USA.
  • Naderer, B., Marquart, F., Mayrhofer, M., & Spielvogel, I. (2016, June). Children's attitudinal and behavioral reactions to product placements: Do parental mediations and family conversations matter? Presentation at the 66th annual conference of the International Communication Association (ICA), June 9-13, Fukuoka, Japan.