Wolfgang J. Weitzl, Ph.D., is Full Professor of Digital Marketing at the Institute of Digital Business, University of Applied Sciences Upper Austria and Senior Research Fellow at the Department of Communication (Corporate Communication Research Group, CCOM) at the University of Vienna, Austria. His research focuses on digital consumer experiences created by various marketing instruments (e.g., human/virtual influencers, online reviews) and mediated via diverse online channels as well as various technologies (e.g., augmented reality, virtual reality, AI shopping assistants). He has published, among others, in the Journal of Business Research, European Journal of Marketing, Computers in Human Behavior, Internet Research, Journal of Marketing Theory & Practice, Journal of Research in Interactive Marketing, Electronic Commerce Research, and Journal of Product & Brand Management.