Gijs Overgoor
Dallas, Texas, USA
Academic Positions
Assistant Professor of Marketing
Assistant Professor of Marketing
Visiting Scholar
Education
PhD Marketing
Co-chairs: Willemijn van Dolen and Bill Rand
Dissertation: Visual Analytics and Artificial Intelligence for Marketing
MS Econometrics
Specialization: Big Data in Business Analytics
BS Econometrics and Operations Research
Research Interests
Visual Marketing, Advertising, Artificial Intelligence, Machine Learning, Econometrics, Digital Platforms, Platform Misinformation and Fake-Review Detection, Neuroscience
Published Papers
S. He, B. Hollenbeck, G. Overgoor, D. Proserpio, A. Tosyali (2022), “Detecting Fake Review Buyers Using Network Structure: Direct Evidence from Amazon,” Proceedings of the National Academy of Sciences, 119 (47).
Finalist, 2024 Robert D. Buzzell MSI Best Paper Award
G. Overgoor, W. Rand, W. Van Dolen, M. Mazloom (2022), “Simplicity is not Key: Understanding Marketer-Generated Social Media Images and Consumer Liking,” International Journal of Research in Marketing, 39 (3), 639–655.
G. Overgoor, M. Chica, W. Rand, A. Weishampel (2019), “Letting the Computers Take Over: Using AI to Solve Marketing Problems,” California Management Review, 61 (4), 156–185.
Working Papers
How Consistency and Timing Shape Consumer Responses to Racial Representation in TV Advertising
Gijs Overgoor, Lijing Wang, Gokhan Yildirim, Yakov Bart, Koen Pauwels
Revise and resubmit at Journal of Marketing Research
NeuroViT: A Brain-Aligned Vision Transformer for Product Image Analysis
Gijs Overgoor, Hang-Yee Chan, William Rand, Willemijn van Dolen
Under review at Journal of Marketing Research
Correcting Toward the Wrong Target: LLM-Annotated Regressors Under Noisy Human Benchmarks
Gijs Overgoor, Samsun Knight, Yakov Bart
In preparation
Public traces expose coordinated fake review campaigns on digital platforms
Gijs Overgoor, Ali Tosyali, Ethan Feldman, Anol Bhattacherjee
In preparation
Selected Work in Progress
The Dollar Value of Better Ad Content: Tracing the Relationships Between Ad Creatives, Zapping Rates, and Ad Elasticities — Samsun Knight, Gijs Overgoor, Tsung Hsieh, Yakov Bart
Shades of Representation: Auto-Detection and Perception of Skin-Tone Diversity in Visual Marketing Communication — Wen Xie, Gijs Overgoor, H.H. Lee, Z. Han
Neurosensory Response to Advertising — Gijs Overgoor, Hang-Yee Chan
Peer-Reviewed Conference Proceedings
W. Xie, Y. Zhu, G. Overgoor, Y. Bart, A. Lapedriza Garcia, S. Ostadabbas (2026), “AdSum: Two-Stream Audio-Visual Summarization for Automated Video Advertisement Clipping,” International Conference on Multimedia Modeling, 261–275.
G. Overgoor, M. Mazloom, R. Rietveld, M. Worring, W. Van Dolen (2017), “A Spatio-Temporal Category Representation for Brand Popularity Prediction,” in Proceedings of the ACM International Conference on Multimedia Retrieval, Bucharest, Romania, 233–241.
Invited Talks
- 2026: Amazon, Imperial College London, King's College London, Tilburg University
- 2025: PepsiCo, Toyota Research Institute, Advertising Research Foundation – Marketing Effectiveness Accelerator
- 2024: Symposium on Marketing AI at Wisconsin School of Business, Presented new paper at Brown Bag Seminar
- 2023: Southern Methodist University, NC State Business Analytics Initiative Roundtable, SUNY Geneseo Marketing Seminar
- 2022: George Washington University, Northeastern University, EMAC Annual Conference — Special Session for the Doctoral Dissertation Competition
- 2020: University of Texas at El Paso, Rochester Institute of Technology
- 2019: Teradata Universe
- 2018: Teradata Analytics Universe
Conference Presentations
- 2026: Symposium on AI in Marketing, AMA Winter Academic Conference
- 2025: Scholar Session, BizAI Conference, Marketing AI Symposium, Marketing Strategy Consortium
- 2024: BizAI Conference, Marketing Dynamics, EMAC Annual Conference, Statistical Challenges in E-Commerce Research
- 2023: Marketing Science DEI Conference, Marketing Dynamics
- 2022: EMAC Annual Conference, Statistical Challenges in E-Commerce Research
- 2021: Marketing Science Conference, AMA Summer Academic Conference
- 2020: Hawaii International Conference on System Sciences, Marketing Science Conference, AMA Summer Academic Conference
- 2019: AMA Winter Academic Conference, Winter Conference on Business Analytics, Theory and Practice in Marketing, EMAC Annual Conference, Statistical Challenges in E-Commerce Research, Marketing Science Conference
- 2018: AMA Winter Academic Conference, Statistical Challenges in E-Commerce Research
- 2017: ICT Open, International Conference on Multimedia Retrieval
Teaching
SMU Cox School of Business
Fundamentals of Marketing (Undergraduate): Fall 2024, Fall 2025, Fall 2026
Rochester Institute of Technology
Social Media Marketing (Undergraduate): Fall 2021, Spring 2022, Fall 2022, Spring 2023
Rochester Institute of Technology
Marketing Analytics (Undergraduate): Fall 2021, Fall 2022, Spring 2023
Rochester Institute of Technology
Marketing Analytics (MBA and MS Business Analytics): Spring 2022
University of Amsterdam
Management Research Methods 2 (Executive MBA): 2019, 2020
University of Amsterdam
Quantitative Data Analysis 2 (Undergraduate): 2018
Teaching Assistant
University of Amsterdam
Master Thesis Supervision (Master's): 2018 (10 students), 2019 (10 students), 2020 (4 students)
Supervisor
Students and Advising
Wen Xie — PhD, Electrical and Computer Engineering, University of Houston
Role: Dissertation Committee Member
Bishoy Galoaa — MS, Electrical and Computer Engineering, Northeastern University
Role: Research Mentor
Akshay Nagireddy — MS, Data Analytics Engineering, Northeastern University
Role: Research Mentor
Pragna Bollam — MS, Computer Science, North Carolina State University
Role: Research Mentor; Placement: Amazon
Rohan Mestri — MS, Computer Science, North Carolina State University
Role: Research Mentor; Placement: Amazon
Consulting and Expert Witness Work
I undertake consulting and expert witness work. To discuss a potential engagement, email me or connect with me on LinkedIn.
Media Coverage
- Forbes — “Scammers Are Flooding Amazon With Fake Reviews For Popular Holiday Gifts” Article
- The Wall Street Journal — “How to Spot Fake Reviews and Shady Ratings on Amazon” Article
- Business Insider — “How to Choose Instagram Images That Get the Most Likes” Article
- The Up Next Podcast — “IJRM. Social Media Images and Consumer Likes (It’s Not Simple)” Podcast
- University of Amsterdam, AI & Business — “In Search of the Perfect Picture with Machine Learning” Article
Awards
- Finalist, 2024 Robert D. Buzzell MSI Best Paper Award
- Amazon Research Awards Funding ($26,000 plus $20,000 in AWS credits)
- Third Place, EMAC-AiMark Doctoral Dissertation Competition
- RIT Grant Writing Bootcamp Proposal Award ($8,000)
- Marketing Science Institute Research Grant ($10,000)
- Finalist, Hawaii International Conference on System Sciences Best Paper Award
- ISMS Marketing Science Doctoral Consortium Fellow
- Finalist, Hawaii International Conference on System Sciences Best Paper Award
- Co-author, Awarded Persistent AI-Based Threat Detection Phase I Grant Proposal
- Research Assistant to PI Bill Rand, DARPA Adaptive Feature Oriented Recommender Engine Phase II ($160,000)
- Data Science and Business Analytics in Marketing PhD Funding, Amsterdam Business School (Four years of funding)
Academic Service
- Editorial Review Board Member — Journal of Retailing
- Ad Hoc Reviewer: Journal of Marketing Research; Journal of Marketing; Marketing Science; Management Science; International Journal of Research in Marketing; Information Systems Research; Journal of Consumer Research
- Organizer — SMU Marketing Seminar Series
- Committee Member — Saunders Distinguished Speaker Committee
- Organizer — Saunders Annual Business Analytics Competition
Technical Strengths and Languages
Modeling and Analysis: Python, PyTorch, statsmodels, linearmodels, PyFixest, SQL
Languages: Dutch (fluent), English (fluent), Spanish (proficient)