Alicja is a PhD candidate and a research associate at the Institute for Interactive Marketing & Social Media (IMSM) at WU.

She holds a bachelor’s and a master’s degree in cognitive science, which she studied at Universität Wien. She has been working at IMSM as a student assistant since 2018, helping with research on environment markets, ad viewability and ad effectiveness.

Her research explores claims on social media through two streams. One delves into misleading brand communications, examining how companies potentially misrepresent their products or services online, and what effects a misleading claim might have on brand perceptions. The other stream investigates user-generated content about product dupes, unpacking how consumers discuss and share insights about more affordable alternatives to high-end brands, and analyzing the impact of these dupe videos on the brands' sales performance.

You can read more about Alicja's current project here