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 (email@example.com) 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 (firstname.lastname@example.org) 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 (email@example.com) 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 (firstname.lastname@example.org) 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 (email@example.com) 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 (firstname.lastname@example.org) is a professor of business administration (marketing) at Stockholm School of Economics. Her work deals with consumer behavior, advertising and retailing.