INSIGHTS STUDIO Sept 17, 2024
12 PM – 1 PM
Inside the Journal of Advertising Research:
Virtual Influencers, Advertising’s Financial Impact, and Avatars in the Metaverse
AGENDA
Now in its 64th year, the ARF’s flagship Journal of Advertising Research publishes empirical, cutting-edge research by academics and practitioners worldwide on advertising effectiveness, AI, brand marketing, immersive technologies, social media, consumer psychology, and more. Its mission: to bridge the gap between theory and practice under a rigorous peer-reviewed process independent of the ARF. This Insights Studio showcases recent work as follows:
12:00 – 12:05 pm
Introduction
Colin Campbell, Editor, Journal of Advertising Research
12:05 – 12:17 PM
Are Virtual Influencers More Effective in Real-World Advertisement Settings?
Explore how virtual influencers’ effectiveness varies between real-world and virtual-world elements, offering practical insights for social media advertising.
Sitan (Stan) Li, Assistant Professor of Advertising, Tombras School of Advertising & Public Relations, University of Tennessee
12:18 – 12:31 PM
The Impact of Advertising on a Company’s Stock Price: Conditions for Positive, Neutral, Negative, And Reverse Effects
Gain insights into when advertising positively or negatively impacts a company’s financial performance, and how these findings can guide strategic marketing decisions.
Shuba Srinivasan, Adele and Norman Barron Professor of Management, Boston University
Dominique M. Hanssens, Distinguished Research Professor of Marketing, UCLA Anderson School of Management
12:32 – 12:45 PM
How the Presence of Employee Avatars Affects Metaverse Shopping Behavior
Uncover the effects of employee avatars on consumer behavior in the metaverse, particularly in sensitive shopping contexts, and learn how to navigate these emerging challenges.
Darius-Aurel Frank, Assistant Professor of Marketing, Aarhus University
Jason DiPalma, PhD Candidate, Aarhus University
12:45 – 1:00 PM
Q&A + Panel Discussion
The panel discussion includes all speakers, addressing questions from the audience and exploring the broader implications of the presented research.