What happens when a virtual influencer reveals a sponsorship? 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 explains how the team combined computational analysis and an online experiment to uncover the complexities of sponsorship disclosure in virtual influencer marketing. In Study 1, they analyzed 48,147 Instagram comments on Lil Miquela’s posts, using topic modeling, sentiment and emoji analysis, and engagement metrics. Results revealed a paradox: users showed more positive sentiment toward sponsored posts, but engagement was stronger for non-sponsored content. In Study 2, a controlled experiment with 159 U.S. Instagram users replicated these effects—non-sponsored posts drove higher parasocial interaction and engagement. Interestingly, the findings also challenged the Persuasion Knowledge Model, showing that sponsorship disclosures did not activate defensive skepticism in the way theory predicts.

The conversation touches on users’ ongoing confusion about whether virtual influencers are human or machine, how “uncanny valley” effects create both admiration and discomfort, and why brands need to interpret engagement metrics more cautiously when working with AI-powered personas. Dr. Looi also shares practical advice for advertisers on balancing transparency, authenticity, and trust in this emerging space.

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

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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

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Do sad stories lead to more donations—and does it matter who’s asking? In this episode, Dr. Shirley Y. Y. Cheng (University of the Fraser Valley) discusses her Journal of Advertising Research article, “Does Sadness Sell? The Use of Negative Emotions in Fundraising Appeals: Fundraising Strategies for For-profit and Nonprofit Organizations,” co-authored with Dr. Connie Li and Dr. Gerard P. Prendergast.

Drawing on two experiments, the authors examine how the intensity of negative emotion in fundraising appeals interacts with organizational stereotypes. The podcast dives into the study's key insight: nonprofit organizations benefit from emotionally charged messaging, while for-profit organizations can suffer backlash when using the same tactics. Dr. Cheng shares why emotional congruence and processing fluency matter—and what this means for brands pursuing cause-related marketing and corporate philanthropy. Listeners will also hear how the team designed their experiments, what surprised them, and how these findings can help marketers more effectively craft persuasive appeals.

Read the full paper here:
https://www.tandfonline.com/doi/full/10.1080/00218499.2025.2464288

Listen to the podcast here:
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JAR Podcast: Optimizing Branded Content for Beauty and Fashion Influencers from a Media Richness Perspective
What’s the best way for influencers to combine images, videos, and captions to boost engagement? In this episode, Dr. Yang Feng (University of Florida) and Dr. Quan Xie (Southern Methodist University) discuss their Journal of Advertising Research article, “Optimizing Branded Content for Beauty and Fashion Influencers from a Media Richness Perspective: How Post Topic and Visual Type Intertwine to Boost Consumer Engagement.”

The authors explain how beauty and fashion influencers can improve engagement by matching complex topics with rich visuals—like using video when introducing a product—and simpler visuals like photos or albums for discount offers or friend referral posts. They also share what their large-scale analysis of 12,000 real branded Instagram posts reveals about common mismatches between influencer practices and what actually works. You’ll also hear tips for brands and creators on how to improve content strategy and why albums might be underrated.

Read the full paper here:
https://www.tandfonline.com/doi/full/10.1080/00218499.2025.2464287

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Can a simple phrase like “That’s it!” change how consumers perceive prices? In this episode, Dr. Dikla Perez (Bar-Ilan University), Dr. Gal Mazor (Bar-Ilan University), and Dr. Ann Kronrod (University of Massachusetts) discuss their Journal of Advertising Research article, "That’s It! How Short Exclamations Boost the Effectiveness of Price Communications."

The authors explain how short exclamations—like “That’s it!” or “Period.”—make prices feel clearer and fairer, leading to higher consumer engagement. Their research, which includes lab experiments and a large-scale field study, shows that these simple phrases can reduce perceived price complexity and increase trust in pricing—especially in high-cognitive-load situations like mobile shopping. They also share practical insights on when and where brands should use such “containing language” to improve price transparency and drive conversions.

Read the full paper here:
https://www.tandfonline.com/doi/full/10.2501/JAR-2024-025?scroll=top&needAccess=true

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How accessible is social media for consumers with visual and hearing impairments? In this episode, Dr. Mary Anne Raymond (Clemson University), Hillary Smith (Clemson University), and Dr. Les Carlson (University of Nebraska) discuss their Journal of Advertising Research article, co-authored with Dr. Aditya Gupta (Illinois State University).

They share findings from their study on digital accessibility gaps in social media content. Their research examined hundreds of brand posts across major platforms, revealing that most posts lack accurate alt text and captions, making them inaccessible for blind and deaf consumers. They also discuss insights from interviews and focus groups with affected consumers, illustrating the real-world consequences of these accessibility failures.

The conversation also covers policy implications, brand responsibilities, and the growing legal risks of inaccessible digital content. With lawsuits on the rise and social commerce expanding rapidly, the need for proactive accessibility solutions has never been greater.

Read the full paper here:
https://www.tandfonline.com/doi/full/10.2501/JAR-2024-026?src=exp-la#d1e155

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Does an influencer’s follower count really impact brand success? In this episode, Dr. Eva A. van Reijmersdal (University of Amsterdam) discusses her Journal of Advertising Research article, co-authored with Dr. Tatiana Domingues Aguiar (Tilburg University) and Dr. Guda van Noort (University of Amsterdam).

Dr. van Reijmersdal shares findings on how micro-, macro-, and mega-influencers affect brand awareness, attitudes, and purchase intentions. The study reveals why micro-influencers (under 100K followers) often drive stronger brand responses—they are seen as more credible and relatable than their larger counterparts.

We also explore the psychological mechanisms at play, including wishful identification, credibility, and perceived similarity. What makes smaller influencers more persuasive, and when might brands benefit from partnering with larger influencers instead?

Read the full paper here:
https://www.tandfonline.com/doi/full/10.2501/JAR-2024-024

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