The research paper "Measuring Gaining and Holding Attention to Social Media Ads with Viewport Logging: A Validation Study Using Mobile Eye-Tracking" has been accepted for publication in the Special Issue on "Contributions of Biometrics to Advertising Research". The study validates the Viewport Logging method, which is widely used in advertising practice, using mobile eye-tracking data - the gold standard of attention measurement. The results show that viewport logging is both a valid and scalable tool for measuring attention generation and retention in social media advertising. The method is therefore suitable for large-scale studies in an increasingly competitive advertising environment.

The full study can be found at the Journal of Advertising.

The articles "Here we go again! Design characteristics of effective brand routine videos" (by Charlotte Lamerz, Steffen Prior and Tobias Langner) and "Digital participants in advertising research: Investigating the effects of information scope and human anchoring on AI-generated samples" (by Steffen Prior, Tobias Klinke, Nader Fadl and Tobias Langner) have been nominated for the Best Student Paper Award at ICORIA 2025 in Rotterdam. The two contributions are among the 11 nominated papers from a total of 176 submissions. The International Conference on Research in Advertising (ICORIA) is one of the world's leading conferences for advertising research and takes place annually at different venues.

All four research papers from the Chair of Marketing were accepted for presentation at EMAC 2025: "Do Vampire Bites Really Hurt? The Relative Vampire Effect of Celebrities on Ad Attention and Downstream Ad Processing" by Julian Felix Kopka, Lennart Borgmann, Daniel Bruns and Tobias Langner, "Rinse and Repeat! The Impact of Brand Routine Video Design on Consumer Engagement" by Charlotte Lamerz, Steffen Prior and Tobias Langner, "Broadening Our Horizons: How Pursuing Meaning in Life Encourages Exploratory Consumption" by Tobias Klinke, Tobias Langner, Steffen Prior and Bernd Schmitt and "Attracting Young People to Social Vocations: The Role of Happiness Benefit and Endorser Type in Vocational School Teacher Advertising" by Bastian Blomberg, Daniel Bruns and Tobias Langner.Last week the time had come: 1380 researchers from all over the world met in Madrid for this year's EMAC. Participating from the Wuppertal Marketing Chair were Julian Kopka, Charlotte Lamerz, Tobias Langner and Steffen Prior.

Five research papers from the chair team have been accepted for presentation at the International Conference on Research in Advertising (ICORIA) 2025 in Rotterdam, Netherlands. ICORIA is the most important conference for advertising research in Europe. The Chair will present the following research papers: "Playing with Fire: The Opportunities and Risks of Negative Emotional Appeals in Non-Profit Instagram Advertising" by Julian Felix Kopka, Steffen Prior and Tobias Langner, "Contagious Advertising Contexts: The Direct and Downstream Effects of Positive and Negative Incidental Emotions on Brand Prominence" by Julian Felix Kopka, Tobias Klinke and Tobias Langner, "Here we go again! Design Characteristics of Effective Brand Routine Videos" by Charlotte Lamerz, Steffen Prior and Tobias Langner, "Digital Participants in Advertising Research: Investigating the Effects of Information Scope and Human Anchoring on AI-generated Samples" by Steffen Prior, Tobias Klinke, Nader Fadl and Tobias Langner and "Interacting with Gen Z: How Age Moderates the Effects of Carousel Ads" by Stefan Rohrbach, Daniel Bruns and Tobias Langner.

Further information on the conference can be found here.

The Chair of Marketing is delighted to welcome a new doctoral graduate: Stefan Rohrbach has successfully defended his dissertation with the top grade summa cum laude. In his defence, he impressed with an excellent presentation and well-founded answers to the examination committee's questions.

The award-winning dissertation comprises three scientific papers on the topic of "Advertising impact in the digital age":

"The Vampire Effect of Smartphone Swiping: How Atypical Motor Actions Increase Ad Attention but Impair Brand Recall" - awarded Best Student Paper at AAA 2024 in Portland.

"The Carousel Effect: Leveraging Sideways Swiping for Enhanced Ad Effectiveness in Social Media" - awarded Best Student Paper at ICORIA 2024 in Thessaloniki.

"Before the Hype, Comes the Swipe: How to Design Carousel Ads that Get Activated"

The Chair would like to congratulate Dr Stefan Rohrbach on this exceptional achievement and would like to thank the members of the doctoral committee: Prof Dr Stephan Zielke, Prof Dr Stefan Diestel, Prof Dr Michael Fallgatter and Prof Dr Dirk Temme.

Four research papers from the chair team have been accepted for presentation at the European Marketing Academy (EMAC) 2025 conference in Madrid, Spain. The EMAC conference is the most important conference for marketing researchers in Europe. The Chair will present the following research papers: "Do Vampire Bites Really Hurt? The Relative Vampire Effect of Celebrities on Ad Attention and Downstream Ad Processing" by Julian Felix Kopka, Lennart Borgmann, Daniel Bruns and Tobias Langner, "Rinse and Repeat! The Impact of Brand Routine Video Design on Consumer Engagement" by Charlotte Lamerz, Steffen Prior and Tobias Langner, "Broadening Our Horizons: How Pursuing Meaning in Life Encourages Exploratory Consumption" by Tobias Klinke, Tobias Langner, Steffen Prior and Bernd Schmitt and "Attracting Young People to Social Vocations: The Role of Happiness Benefit and Endorser Type in Vocational School Teacher Advertising" by Bastian Blomberg, Daniel Bruns and Tobias Langner.

Further information on the conference can be found here.

Dr Julian Felix Kopka, research associate at Professor Tobias Langner's Chair of Marketing, was presented with the Outstanding SRT Reviewer Award of the Journal of Advertising at the 2025 Annual Conference of the American Academy of Advertising (AAA). The award was presented by Jisu Huh, Editor-in-Chief of the renowned journal, and Jameson Hayes, President of the American Academy of Advertising.

The award recognises his outstanding achievements in the Journal of Advertising's Student and Junior Faculty Reviewer Training Programme (SRT). The programme enables young academics to develop their reviewing skills in a targeted manner and gain in-depth insights into the academic review process. Julian Felix Kopka was honoured as the best graduate of the programme.

The Journal of Advertising is one of the highest ranked journals in the field of communication (ranked 1st out of 92 in the Clarivate Journal Citation Report 2019 and 5th out of 493 in the Scimago Journal Ranking 2023) and is published by the American Academy of Advertising. The AAA conference is one of the most important international conferences for advertising research and took place this year in Pittsburgh, USA.

The following four research papers by the chair team were successfully presented at the American Academy of Advertising (AAA) 2025 conference in Pittsburgh, USA: "How to Gain and Hold Attention: Generating a Comprehensive Set of Attention Tactics and Testing It in a Mobile Eye-Tracking Study with Real-Life Ad Encounters" by Julian Felix Kopka, Lennart Borgmann and Tobias Langner, "Again, again, and again! The Impact of Brand Routine Video Design on Consumer Engagement" by Charlotte Lamerz, Steffen Prior and Tobias Langner, "Before the Hype, Comes the Swipe: How to Design Carousel Ads that Get Activated" by Stefan Rohrbach, Daniel Bruns and Tobias Langner and "Consumer Reactions to Alteration Disclosures in Advertising" by Kacy Kim (Bryant University), Sohyeon Park (Korea University) , Tobias Langner, Charles R. Taylor (Villanova University), and Sukki Yoon (Bryant University).

Further information on the conference can be found here.

The following research papers were successfully presented at this year's conference of the German Association for Journalism and Communication Studies (DGPuK) 2024 in Amsterdam: "It's Groundhog Day! An Explorative Study into the Effectiveness of Brand Routine Videos on YouTube " by Charlotte Lamerz, Steffen Prior and Tobias Langner, "Advertising Research in the Wild: An Observational Eye-Tracking Study on Attention Allocation in Real-Life Media Consumption at Consumers' Homes" by Julian Felix Kopka, Lennart Borgmann and Tobias Langner, and "Persuading Young People for Social Vocations: The Role of Happiness Benefit and Endorser Type" by Bastian Blomberg, Tobias Langner and Daniel Bruns.

Further information on the conference and the DGPuK can be found here.

The Chair of Marketing is delighted to welcome two new doctoral graduates: Julian Felix Kopka and Lennart Borgmann received their doctorates with "summa cum laude" after passing their defence. Julian Felix Kopka gave a presentation on "How to Gain and Hold Attention: A Mobile Eye-Tracking Study of Attention to the Ad and Ad Recall in Real-Life Media Encounters". Lennart Borgmann presented the research project "(Not) the Right Time for Social Media Ads? Exploring the Impact of Social Media Detox on Attention to the Ad". The dissertations comprise four papers on the topic of "Gaining and Holding Consumers' Attention".

The Marketing Chair congratulates them on their excellent achievements.

Four research papers from the chair team have been accepted for presentation at the American Academy of Advertising (AAA) 2025 conference in Pittsburgh, USA. The AAA conference is one of the most important conferences for advertising research worldwide. The chair will present the following research papers: "How to Gain and Hold Attention: Generating a Comprehensive Set of Attention Tactics and Testing It in a Mobile Eye-Tracking Study with Real-Life Ad Encounters" by Julian Felix Kopka, Lennart Borgmann and Tobias Langner, "Again, again, and again! The Impact of Brand Routine Video Design on Consumer Engagement" by Charlotte Lamerz, Steffen Prior and Tobias Langner, "Before the Hype, Comes the Swipe: How to Design Carousel Ads that Get Activated" by Stefan Rohrbach, Daniel Bruns and Tobias Langner and "Consumer Reactions to Alteration Disclosures in Advertising" by Kacy Kim (Bryant University), Sohyeon Park (Korea University) , Tobias Langner, Charles R. Taylor (Villanova University), and Sukki Yoon (Bryant University).

Further information on the conference can be found here.

Marketing Chair researchers Stefan Rohrbach, Daniel Bruns and Tobias Langner were honoured with the Best Student Conference Paper Award at this year's ICORIA conference of the European Advertising Academy (EAA) in Thessaloniki for their paper "The Carousel Effect: Leveraging Sideways Swiping for Enhanced Ad Effectiveness in Social Media". The International Conference on Research in Advertising (ICORIA) is one of the world's leading conferences for advertising research and takes place annually at different venues

Further information can be found here.

Tobias Langner and Julian Felix Kopka were honoured by the German Advertising Research Association (DWG ) for their paper "Take a break - but do it right! Effective incubation for more creativity" with the Best Paper Award of transfer - Zeitschrift für Kommunikation und Markenmanagement .

Further information can be found here.

The following research papers were successfully presented at this year's European Marketing Academy (EMAC) 2024 conference in Bucharest: "How to Gain and Hold Attention: Combining the Perspectives of Research, Practice, and Consumers to Generate a Comprehensive List of Attention Tactics" by Julian Felix Kopka, Lennart Borgmann and Tobias Langner, "Using Viewport Logging to Measure Gaining and Holding Attention Toward Social Media Ads: A Validation via Mobile Eye-Tracking" by Daniel Bruns, Julian Felix Kopka, Lennart Borgmann and Tobias Langner, "Don't Distract Me When I'm Detoxing! The Effects of Social Media Detox on Attention to Instagram Ads" by Lennart Borgmann, Julian Felix Kopka and Tobias Langner and "The Impact of Atypical Smartphone Swiping on Attention and Brand Recall in Social Media" by Stefan Rohrbach, Daniel Bruns and Tobias Langner.

The EMAC conference is one of the most important conferences for marketing research worldwide.

Marketing Chair researchers Stefan Rohrbach, Daniel Bruns and Tobias Langner were honoured with the Best Student Conference Paper Award at this year's American Academy of Advertising (AAA) conference in Portland for their paper "When Swiping Bites Back: Why Atypical Smartphone Swiping Increases Attention but Decreases Brand Memory".

Further information can be found here.

Four research papers from the chair team have been accepted for presentation at the European Marketing Academy (EMAC) 2024 conference in Bucharest, Romania. The EMAC conference is the most important conference for marketing researchers in Europe. The Chair will present the following research papers: "How to Gain and Hold Attention: Combining the Perspectives of Research, Practice, and Consumers to Generate a Comprehensive List of Attention Tactics" by Julian Felix Kopka, Lennart Borgmann and Tobias Langner, "Using Viewport Logging to Measure Gaining and Holding Attention Toward Social Media Ads: A Validation via Mobile Eye-Tracking" by Daniel Bruns, Julian Felix Kopka, Lennart Borgmann and Tobias Langner, "Don't Distract Me When I'm Detoxing! The Effects of Social Media Detox on Attention to Instagram Ads" by Lennart Borgmann, Julian Felix Kopka and Tobias Langner and "The Impact of Atypical Smartphone Swiping on Attention and Brand Recall in Social Media" by Stefan Rohrbach, Daniel Bruns and Tobias Langner.

Further information on the conference can be found here.

Stefan Rohrbach, PhD student at the Chair of Marketing, has been awarded the AAA Graduate Student Conference Scholarship 2024. This award enables him to present the joint research project with Tobias Langner and Daniel Bruns entitled "When Swiping Bites Back: Why Atypical Smartphone Swiping Increases Attention but Decreases Brand Memory" at this year's AAA conference.

The AAA conference is considered the most important conference for advertising research worldwide and is taking place this year in Portland, Oregon. The Chair of Marketing will be represented at the conference with a total of five research papers.

Further information on the conference can be found here.

Five research papers from the chair team have been accepted for presentation at the American Academy of Advertising (AAA) 2024 conference in Portland, USA. The AAA conference is the most important conference for advertising research worldwide. The chair will present the following research papers: "When Swiping Bites Back: Why Atypical Smartphone Swiping Increases Attention but Decreases Brand Memory" by Stefan Rohrbach, Daniel Bruns and Tobias Langner, "Vampires with Beauty Biases: A Critical Investigation of Celebrities' Impact on Attention and Attitudes" by Daniel Bruns, Tobias Langner and Lars Bergkvist, "Breaking Through the Clutter: Brand Names That Effectively Communicate What a Brand Stands For" by Tobias Langner, Daniel Bruns and John Rossiter, "The Social Media Detox Effect: How Social Media Time-Outs and Time Constraints Influence Attention to the Ad" by Julian Felix Kopka, Lennart Borgmann and Tobias Langner and "Advertising Happiness - How Happiness Appeals Affect Consumer Choices" by Tobias Klinke, Tobias Langner and Bernd Schmitt.

Further information on the conference can be found here.