Going Live: How “Shoppable” Ads Measure Up

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Summary

Live, “shoppable” advertising has accelerated during the COVID-19 pandemic, along with big investments from influencers, brands and retailers. In response, researchers in London, Stockholm and the U.S. have collaborated on a typology for evaluating the value of this emerging platform. The work is essentially a launching pad for future investigation and measurement of liveness and shoppability in advertising.

Kirk Plangger (kirk.plangger@kcl.ac.uk) is an associate professor in marketing at King’s Business School, King’s College London. His research investigates how the application of technologies change digital behavior.

Zixuan “Mia” Cheng (zixuan.cheng@kcl.ac.uk) is a PhD candidate in marketing at King’s Business School. Her work explores endorsers’ roles in social media in consumer and business contexts.

Jianyu Hao (jianyu.hao@kcl.ac.uk) is a PhD candidate in marketing at King’s Business School. He examines how behavioral priming techniques can be applied to nudge pro-environmental behavior.

Yiru Wang (yiru.wang@oswego.ed) is an assistant professor of marketing at the State University of New York at Oswego. She studies the intersection of marketing, digital platforms and entrepreneurship.

Colin Campbell (colincampbell@sandiego.edu) is an assistant professor of marketing at the University of San Diego. His research focuses on the innovations and resulting challenges that the internet presents for marketers.

Sara Rosengren (sara.rosengren@hhs.se) is a professor of business administration (marketing) at Stockholm School of Economics. Her work deals with consumer behavior, advertising and retailing.