News of the Marketing Research Group

News from the Marketing Research Group

New paper published in the Journal of Interactive Marketing

The paper Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs), authored by Cristian Buzeta, Patrick De Pelsmacker and Nathalie Dens, is now electronically available in the website of the Journal of Interactive Marketing. It will be included in the November 2020 issue of the journal.

Using a six-dimension uses and gratifications (U&G) framework, the authors explore how social media use motivations drive consumers' online brand-related activities (COBRAs: consumption, contribution, and creation of brand-related content). They examine these relationships for different social media types by drawing on two previously suggested dimensions, namely their nature of connections and level of customization of messages. Using a US-based sample (n = 939), findings of a PLS-SEM procedure show that “traditional” U&G hardly explain social media COBRAs. In contrast, Empowerment and Remuneration motives—two U&G specifically relevant for social media use—are the most critical COBRAs drivers. Multigroup analyses suggest that the relation between U&G and COBRAs differs between social media platforms classified either as: (a) profile- or content-based; or as employing (b) customized or broadcast messages. The authors argue for a specific design of brand-related activities on different social media in order to incentivize users' engagement with brand-related content.

You can access and download the paper here.

Survey: exercise during the coronavirus pandemic

Survey: exercise during the coronavirus pandemic

Researchers of the department Mrketing set up this survey to learn more about how much people exercise, how motivated they are to get moving and if there are differences in physical activities during this COVID-19 pandemic compared to before.

You can take the survey here.

Prof. dr. Nathalie Dens on ATV

On the 10th of may Prof. dr. Nathalie Dens from our department appeared on the show 'Wakker op Zondag' (awake on sunday) at ATV (the regional channel for news in the Antwerp area).

Among with other guests she talks about the consequenses of the Corona-pandemic. 

Watch the fragment via:
(Prof. dr. Dens appears from min 29.00)

Job opening: Postdoctoral researcher (nudging and persuasive communication)

The marketing department has a new job opening: Postdoctoral researcher (nudging & persuasive communciaton)


blog post on the corona-blog: How does Covid-19 affect marketing decision making?

Proud to announce the first blog post on the Corona Blog of the UAntwerpen by the marketing department.

You can find the English version here.

Phd Bram Roosens

On January 24, Bram Roosens succesfully defended his doctoral thesis "Aligning expectations and marketing communications for multi-stakeholder innovation networks". His research focussed on communication about co-creation with multiple stakeholders during innovation, and on collaboration dynamics within innovation networks.
Bram Roosens was complemented by the jury for his wide and thorough research, and presentation. 

Research Award for Carmem Meira Cunha

Carmem Meira Cunha was one of the 13 young researchers awarded with the Unilever Research Prize. This annual award is presented to 13 outstanding students - one from each Dutch university. The prize was established in 1956 to strengthen the bond between industry and academic research, and to motivate students to excel. Today, the prize rewards research in the field of one or more UN Sustainable Development Goals. 

Facebook Research Award

Freya De Keyzer, Nathalie Dens and Patrick De Pelsmacker have won a Facebook Research Award. Last June, Facebook launched a request for proposals focused on economic development within digital platforms in the United States. Out of 78 proposals, eight were selected to receive research awards. Our department congratulates its colleagues with their winning proposal 'How small businesses can effectively use social media advertising'. More information can be found here.

Freya De Keyzer nominated for Best Thesis Award

The International Marketing Trends Conference has nominated Freya De Keyzer for the Best Thesis Award. This award is given to recognize and encourage Ph.D. in Marketing and to emphasize their talent. In October 2019, Freya De Keyzer successfully defended her Ph.D.-thesis "Brand Communication on Social Networking Sites". 
The laureate will receive the Best Thesis Medal and Diploma at the International Marketing Trends Conference on Friday January 17th 2020 in Paris.

Research Award for Nathalie Dens

Nathalie Dens has won the FBE Research Award. This prize is awarded annually to a member of the academic staff with exceptional research performance in the previous year. The decisive criterion in this regard is impact, whether scientific or social. 



Phd-title for Freya De Keyzer

On October 8, Freya De Keyzer obtained her Ph.D. after successfully defending her thesis "Brand Communication on Social Networking Sites". The main objective of this dissertation was to study consumers’ responses to brand communication on social networking sites. This objective was explored from two different angles by examining consumer responses to both personalized advertising and word-of-mouth.
The jury complimented Freya De Keyzer on her thorough work and approach. 

Emerald Literati Award for Patrick De Pelsmacker and Ingrid Moons

For over 25 years the Emerald Literati Awards celebrate and reward the outstanding contributions of authors and reviewers to scholarly research.
The criteria used to judge the awards are based on six areas that inform the development of Emerald publishing's products: internationality; diversity; support for scholarly research; encouragement of applied research (impact); commitment to high quality scholarship; and a desire to ensure reader, author and customer experience is the best it can be.

The article “Effects of country-of-origin stereotypes on consumer responses to product-harm crises ” (Camilla Barbarossa, Patrick De Pelsmacker & Ingrid Moons) has been selected as Highly Commended in the 2019 Emerald Literati Awards. The article was published in International Marketing Review, volume 35, issue 3.

One of our master theses in the news

In their master thesis, TEW-graduates Sarah Van Eester en Lore Vanpaeschen investigated sponsor-disclosure in YouTube-vlogs. As primary outcome, they state that YouTube-vloggers mentioning sponsorship at the beginning of their vlogs are regarded as more competent and authentic. A sponsor-disclosure at the end of the film can make the viewer feel betrayed. You can read the article here (in Dutch).

Nathalie Dens in KMOinsider magazine

Our chair Nathalie Dens was interviewed for KMOinsider magazine (June 2019). In the article, she offers an insight into the world of online marketing with, amongst others, tips and good practices. You can read the article here (in Dutch).






Winner Best Paper Award at ISPIM Florence

Bram Roosens' paper "How Innovation Partners should Communicate about Joint Innovation Efforts" has won the Best Paper Award at the ISPIM Florence Conference (16-19 June 2019, Italy).

This piece of research was presented on June 18, in the session 6.5 'Open Innovation 6: Intermediaries'. The conference's main topic was to 'celebrate innovation', with the commemoration of 500 years since Da Vinci was born. The conference program can be checked here.

IJA Best Paper Award

Nathalie Dens and Patrick De Pelsmacker won the International Journal of Advertising Best Paper Award for the paper "How consumers' values influence responses to male and female gender role stereotyping in advertising" (De Meulenaer Sarah, Dens Nathalie, De Pelsmacker, Patrick en Eisend, Martin).
The paper was published in the International Journal of Advertising, volume 37 (6), pp. 893-913.

You can read the paper here.


Best Student Paper Award at ICORIA

At the ICORIA conference (June 27-29 2019, Krems, Austria), Freya De Keyzer won the Best Student Award for the paper "Which Personalization Elements Cause Consumers to Perceive Ads on Facebook as more Personalized? A Conjoint Analysis." Freya De Keyzer, Nathalie Dens and Patrick De Pelsmacker.

Research stays of two doctoral students

Collaboration with Spiegel Research Center at Northwestern University

Ana Isabel Lopes (PhD researcher) visited Northwestern University (Chicago, USA) from April 8th to May 4th 2019, starting a collaboration project with the Spiegel Research Center at Medill School, Northwestern University. Together with Prof. Edward Malthouse, Ana Isabel Lopes, Prof. Patrick De Pelsmacker and Prof. Nathalie Dens, they have been working on a project related to big data and the study of the effect of online reviews in the hospitality industry. This collaboration with Northwestern University will continue in the coming months by developing research that may result in scientific papers.

Research visit to the University of Chile

Cristian Buzeta (PhD researcher) visited the Faculty of Economics and Business of the University of Chile from April 4th to April 21th 2019, on a research visit organised by the Graduate School and Business Management department of that university. The main goal of the visit was to collaborate with Prof. Rodrigo Uribe on a project related to marketing on social media platforms and influencers. Also, Cristian presented his current research topics as part of the Digital Marketing research seminars of the mentioned department.

Paper selected as a finalist for the MRS Silver Medal

The paper How consumers’ media usage creates synergy in advertising campaigns was selected as a finalist for the MRS Silver Medal, awarded annually for the best paper published in the preceding year’s International Journal of Market Research. This piece of research was included in the short list of best papers from the volume 60 of this prestigious academic journal.

This work was authored by Nathalie Dens, Patrick De Pelsmacker, Peter Goos, Leonids Aleksandrovs and David Martens.

You can see a list of the other finalists here.

6th edition of the Belgian Service Research Day

Prof. Annouk Lievens organised the sixth version of Belgian Service Research Day (BSRD2019), held by Marketing Department of the University of Antwerp during the past 26th April 2019.

Several students and researchers gathered in the city of Antwerp and attended to the nine presentations on topics related to service marketing research.

  • Thijs Zwienenberg (KULeuven) - To solicit or not? Exploring the effects of soliciting reviews in the collaborative economy on review content and style.
  • Laurens De Gauquier (VUB) - Working with Robots: a Curse or a Blessing? Integrating the Job Demand-Resources model to understand frontline employees’ attitudes toward robots.
  • Stephanie van de Sanden (VUB) - How customer attributions affect technology-mediated service adoption: the case of self-service technology in a DIY store.
  • Annelies Costers (KULeuven) - There’s no such thing like a free lunch: A qualitative approach towards the effects of Pay-What-You-Want pricing systems on frontline employees.
  • Daria Novikova (UHasselt) - Understanding Customer learning in Service: Process and Antecedents.
  • Alain Decrop (UNamur) -  Choice overload in services: The role of decision strategies.
  • Jérôme Mallargé (UNamur) - Service failures in the sharing economy: Consumer tolerance towards collaborative service quality.
  • Bram Roosens (UAntwerp) - How stakeholders’ expectations shape the dynamics in innovation networks.
  • Cécile Delcourt (Management School of the University of Liege) - Service research: A literature review and research agenda.

AAA awards Prof. Patrick De Pelsmacker

The American Academy of Advertising (AAA) yearly awards the Ivan L. Preston Outstanding Contribution to Research Award. This award honors those who have made a lasting and systematic contribution to academic research in advertising.

At its 2019 Conference (March 28-31, Dallas, USA), the AAA presented the award to Patrick De Pelsmacker, professor of marketing at the University of Antwerp.

Professor De Pelsmacker is the first academic in Europe to receive this prestigious award and is thus part of a group of leading academics, "Be brave. Do what you want. And do things that make sense and impact", Patrick De Pelsmacker told the international audience of academics and marketers present at the event.