Research Capacity

Research Areas & Interests

Ad settings

• • Interactive advertising

  • Integrated Marketing Communications

  • Metaverse

Primary variables of interest

• Advertising engagement

• Advertising nativeness

• Brand awe

• Advertising creativity

• Emotion and affect

• Ad memory

• Message trust

• Persuasion

Methods & Tools

• Survey

• Experiment

• Data mining

• Meta-Analysis

• Psychophysiological methods (in cooperation with Brain, Body, and Media [BBAM] Lab)

• Virtual Reality and immersive environment (in cooperation with Games and Virtual Environments Lab [GAVEL])

• Social Networking Analysis, Media Analytics (in cooperation with SEE Suite)