What happens when a virtual influencer discloses a sponsorship? Does transparency build trust—or trigger resistance? In this episode, Dr. Jiemin Looi (Hong Kong Baptist University) joins us to discuss her Journal of Advertising Research article, “Sponsorship Disclosure in Virtual Influencer Marketing: Assessing Users’ Sentiment and Engagement Toward Virtual Influencer Endorsements,” coauthored with Anna Kim and Zihang Yi.

Dr. Looi breaks down the paper’s fascinating mixed-method approach—analyzing over 50,000 Instagram comments on posts from virtual influencer Lil Miquela and combining it with a controlled online experiment. Contrary to expectations from the persuasion knowledge model, users expressed more positive sentiment toward sponsored posts. But when it came to actual engagement, such as likes and interaction intent, non-sponsored posts performed better. Jiemin unpacks these complex and sometimes contradictory findings, explains how uncanny valley effects and parasocial relationships shape responses to AI-generated personas, and outlines what brands need to consider when deploying virtual influencers—including the importance of content balance and transparent disclosures.

Read the full paper here:
https://www.tandfonline.com/doi/full/10.1080/00218499.2025.2464300

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Can advertising to couples unlock more powerful effects than targeting individuals alone? In this episode, Dr. Yueyue Zhang and Dr. Furong Wang (Xiamen University) discuss their Journal of Advertising Research article, “Targeting Couples: Are Dyad Exposures Greater Than One Plus One? Shared Information and Joint Decision-Making Effects in Advertising.”

The authors reveal how shared exposure to an ad by couples enhances persuasion - not just by doubling reach, but by triggering richer interpersonal communication and joint decision-making processes. They explain why these "dyadic effects" matter for brands targeting products that couples tend to buy together, and why advertisers should think differently about media planning and message design for shared audiences. Yueyue and Furong also talk about how their findings can be extended to other close relationships, and what advertisers need to consider when trying to amplify purchase intent through shared experiences.

Read the full paper here:

https://www.tandfonline.com/doi/full/10.1080/00218499.2025.2464290

Listen to the podcast here:

https://www.buzzsprout.com/2250188

And watch this and more content on our YouTube page:

https://www.youtube.com/@journalofadvertisingresearch

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Is the metaverse really the next big thing in advertising—or just another overhyped tech trend? In this episode, Dr. Amy Yau (Cardiff University) and Will Zhang (University of Edinburgh) talk about their Journal of Advertising Researcharticle, “What Drives Advertisers Toward or Away From Immersive Virtual Spaces? The Metaverse Conundrum: Affordances and ‘Disaffordances’ Through the Eyes of Advertisers.”

The conversation explores how advertisers perceive both the promise and the pitfalls of metaverse platforms. Drawing on in-depth interviews with 48 advertising professionals across 13 countries, the authors reveal the affordances—like immersive brand experiences and symbolic signals of innovation—as well as the disaffordances, such as poor interoperability, low consumer adoption, and unclear ROI. Amy and Will share why some brands are diving in, why others are staying out, and what needs to change before widespread adoption becomes a reality. They also talk about the power dynamics between junior and senior advertisers, consumer readiness, and how metaverse hype stacks up against the practical challenges brands face.

Read the full paper here:
https://www.tandfonline.com/doi/full/10.2501/JAR-2024-020?needAccess=true

Listen to the podcast here:
https://www.buzzsprout.com/2250188

And watch this and more content on our YouTube page:
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