Research
In his research Gijs Overgoor focuses on applying techniques from AI and Econometrics to solve marketing problems, mainly in the space of visual marketing.
He has published in the Proceedings of the National Academy of Sciences, International Journal of Research in Marketing, and California Management Review.
Gijs’ research has featured in the Forbes, WSJ, Business Insider, UpNext Podcast, Today in Digital Marketing, and The World Transformed podcast.
Publications
S. He, B. Hollenbeck, G. Overgoor, D. Proserpio, A. Tosyali (2022), "Detecting Fake Review Buyers Using Network Structure: Direct Evidence from Amazon", in press at Proceedings of the National Academy of Sciences
G. Overgoor, W. Rand, W. Van Dolen, M. Mazloom (2022), ”Simplicity is not Key: Understanding Marketer-Generated Social Media Images and Consumer Liking”, in press at International Journal of Research in Marketing
G. Overgoor, M. Chica, W. Rand, A. Weishampel (2019), ”Letting the Computers Take Over: Using AI to Solve Marketing Problems”, in press at California Management Review. https://doi.org/10.1177/0008125619859318
Working Papers and Under Review
G. Overgoor, W. Rand, W. Van Dolen, H.S. Scholte, ”The Champion of Images: Understanding the Role of Images in the Decision-Making Process of Online Hotel Bookings”. Under Review. Available upon request.
– Nominated for best paper at HICSS 2020
W. Xie, G. Overgoor, H.H. Lee, Z. Han, ”Automated Detection of Skin Tone Diversity in Visual Marketing Communication”. Under review.
E. Feldman, A. Tosyali, G. Overgoor, "Addressing the Fake Review Problem: A Reviewer-Centric Approach Using Graph Neural Networks and Explainable AI". Under review
G. Overgoor, G. Yildirm, Y. Bart, K. Pauwels, "Ad-vancing Diversity: Evaluating the Impact of Black Actor Representation in TV Advertising on Consumer Purchase Intentions". In preparation for submission.
Research in Progress
"The impact of TV ad content on zapping and in-store spending” - with S. Knight, Y. Bart
"Real-time fake review detection" - with S. He, B. Hollenbeck, D. Proserpio, A. Tosyali