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 second round review at Marketing Science. 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.
G. Overgoor, Y. Bart, K. Pauwels, ”Dynamics of Racial Diversity in TV Advertising”. In preparation for submission.
G. Overgoor, G. Yildirm, Y. Bart, K. Pauwels, "The Impact of Diversity in TV Advertising on Consumer Decision Journey Metrics". In preparation for submission.
Research in Progress
"The Impact of TV Ads on Consumer Decision Journey Metrics: An Application of Video Analytics” - with R. Daviet, Y. Bart
"Real-time fake review detection" - with S. He, B. Hollenbeck, D. Proserpio, A. Tosyali
"Unsupervised Clustering to User Generated Imagery and Text in Online Reviews" - with W. Rand
– Nominated for best paper at HICSS 2021