At this Insights Studio, researchers from top institutions will present pioneering work that addresses the evolving landscape of advertising. The session begins with an exploration of virtual influencers, where the authors reveal findings on the effectiveness of virtual influencers in real-world versus virtual-world settings, providing practical guidance for social media marketers. Following this, a comprehensive synthesis of over 250 studies examines the complex relationship between advertising and a company’s stock price, offering insights into when advertising can positively or negatively impact company value. Finally, delve into the emerging world of the metaverse with a study on how the presence of employee avatars in virtual stores influences consumer behavior, particularly in sensitive shopping scenarios.
During the concluding Q&A, panelists will engage in a dynamic discussion, addressing audience questions and exploring the broader implications of these studies for future advertising strategies.