My work has been published in Proceedings of the National Academy of Sciences, International Journal of Research in Marketing, and California Management Review. It has been covered by Forbes, The Wall Street Journal, Business Insider, The Up Next Podcast, and University of Amsterdam, AI & Business.
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.
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.
Gijs Overgoor, Lijing Wang, Gokhan Yildirim, Yakov Bart, Koen Pauwels
Revise and resubmit at Journal of Marketing Research
Examines how the consistency and timing of racial representation in television advertising shape consumer responses.
Gijs Overgoor, Hang-Yee Chan, William Rand, Willemijn van Dolen
Under review at Journal of Marketing Research
Develops brain-aligned image measures and studies their relationship with consumer responses to product images.
Gijs Overgoor, Samsun Knight, Yakov Bart
In preparation
Studies the reliability, bias, and downstream validity of AI-based annotation for video-advertising research.
Gijs Overgoor, Ali Tosyali, Ethan Feldman, Anol Bhattacherjee
In preparation
Develops a public-data approach for identifying coordinated fake-review activity on e-commerce platforms.
Samsun Knight, Gijs Overgoor, Tsung Hsieh, Yakov Bart
Research in progress
Examines relationships among television-ad creative content, viewer zapping, and advertising elasticities.
Wen Xie, Gijs Overgoor, H.H. Lee, Z. Han
Research in progress
Examines the automated measurement and consumer perception of skin-tone diversity in visual marketing communication.
Gijs Overgoor, Hang-Yee Chan
Research in progress
Develops a neuroscience-informed measure of audiovisual processing and studies its relationship with advertising outcomes.