Can facial expressions reliably reveal emotional responses to advertising across cultures? A new study published in the Journal of Advertising Research suggests the answer is yes. Drawing on a massive global database of more than 70,000 advertising studies and nearly 3.8 million frames of viewer facial responses, the authors found remarkably consistent facial expression patterns across 12 world regions. The study provides evidence that certain expressions linked to happiness, disgust, surprise and awe appear universally in response to advertising and entertainment content—supporting the use of automated facial coding as a valuable tool in global advertising research and creative testing.
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As brands increasingly experiment with virtual influencers, new research, published in the Journal of Advertising Research, offers one of the most comprehensive examinations of the virtual influencer landscape to date. Through a systematic review of 117 academic articles, the authors introduce a formal “virtual influencer ecosystem” framework that maps the relationships among creators, brands, consumers, AI technologies and social platforms. The study explores how authenticity, credibility, autonomy, emotional connection and consumer unease shape audience responses to virtual influencers—and what these dynamics mean for marketers navigating the future of AI-driven influence.
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New research reveals that virtual influencers, despite their growing popularity and flexibility, are less effective than human influencers in driving engagement and brand outcomes. The reason lies in consumer psychology: people perceive virtual influencers as less deserving of success, which reduces feelings of envy—an emotion that typically drives social media engagement. However, this disadvantage can be mitigated when virtual influencers are paired with futuristic, technology-focused brands, where their artificial nature feels more congruent.
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New research reveals that virtual influencers, despite their growing popularity and flexibility, are less effective than human influencers in driving engagement and brand outcomes. The reason lies in consumer psychology: people perceive virtual influencers as less deserving of success, which reduces feelings of envy—an emotion that typically drives social media engagement. However, this disadvantage can be mitigated when virtual influencers are paired with futuristic, technology-focused brands, where their artificial nature feels more congruent.
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