Influencer marketing continues to grow as brands increasingly rely on creators to deliver content that drives awareness, trust and purchase behavior. This ARF Knowledge at Hand report synthesizes findings across academic research, industry studies and ARF events to identify what truly drives influencer impact—and how marketers can optimize creator partnerships for effectiveness.
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On August 14, Snapchat and BBDO led a provocative discussion as they debunked myths about marketing to Gen Z and offered a clearer picture of what truly drives this generation. Attendees gained fresh insights on how brands can authentically connect with Gen Z by focusing on their core values, communication styles, and daily ways of engaging with the world.
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A large-scale analysis of clickstream data reveals that how often and how regularly pre-roll skippable ads are shown significantly influences whether users accept or skip them. Using advanced modeling, researchers find that less frequent and more irregular exposure increases the hidden “acceptance propensity” underlying viewing behavior. These findings challenge conventional scheduling tactics and offer new strategies for maximizing skippable ad effectiveness.
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Research in this Marketing Science Institute (MSI) working paper shows that privacy regulations can increase consumer willingness to share data. Using behavioral data from a popular U.S. shopping app and complementary evidence from the Consumer Expenditure Survey, the research finds that regulations in California and Virginia boosted both the volume and diversity of data sharing—especially among consumers who were initially more reluctant.
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What happens to customer trust after a data breach, long after the headlines fade? This research introduces the customer privacy journey, a new model that reveals how privacy concerns unfold across three stages and how firms can proactively manage customer relationships through the full arc of breach, recovery and fatigue.
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On October 8, 2025, representatives from three organizations – Dyanta (Council member Nicole Mitchell), Kantar (Valeria Piaggio), and the GLAAD Media Institute (Megan Bartley) -- presented research on the current state of consumer attitudes towards diversity and inclusion in the U.S., particularly with respect to advertising. Dynata's and Kantar’s presentations included trend data from 2023 and 2025, and Kantar’s included data from a neuroscience study. IPG and Mintel collaborated with GLAAD on their research. The speakers agreed that in spite of loud opposition to DEI, data shows a "silent majority" of consumers still supports inclusion efforts. The speakers also acknowledged a significant generational divide, with younger consumers being far more supportive of DEI initiatives. The presentations were followed by a discussion with Mitchell, Piaggio, and Carol Hayneworth of IPG, moderated by Cultural Effectiveness Council Young Pros Officer Danielle Zito.
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As virtual influencers (VIs) increasingly front campaigns for major brands, how does disclosing sponsorship affect audiences? This mixed-method study analyzed over 48,000 Instagram comments. Researchers also conducted an online experiment to examine how users respond emotionally and behaviorally to sponsorship disclosure by a virtual influencer. Results reveal that disclosure can increase positive sentiment but reduce engagement, challenging long-held assumptions about persuasion knowledge in influencer marketing.
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This comprehensive review reframes open and user innovation (OUI) by introducing a stakeholder-centered perspective. Going beyond the traditional firm-user dichotomy, the study maps out the multifaceted roles and relationships of individuals, firms and groups across creation, contribution and consumption activities in innovation ecosystems.
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