default author photo

Gijs Overgoor

Southern Methodist University (SMU) - Marketing Department

United States

  • Southern Methodist University (SMU) - Marketing Department

SCHOLARLY PAPERS

7

DOWNLOADS
Rank 40,431

SSRN RANKINGS

Top 40,431

in Total Papers Downloads

3,118

TOTAL CITATIONS

12

Scholarly Papers (7)

Actions:
Email selected abstracts
1.

Detecting Fake Review Buyers Using Network Structure: Direct Evidence from Amazon

USC Marshall School of Business Research Paper Sponsored by iORB
Number of pages: 26 Posted: 11 Jul 2022 Last Revised: 01 May 2023
Sherry He, Brett Hollenbeck, Gijs Overgoor, Davide Proserpio and Ali Tosyali
Michigan State University, University of California, Los Angeles (UCLA) - Anderson School of Management, Southern Methodist University (SMU) - Marketing Department, Marshall School of Business - University of Southern California and RIT Saunders College of Business
Downloads 1,326 (37,741)
Citation 10

Abstract:

Loading...

Online reviews, machine learning, networks, text analysis

2.

How Consistency and Timing Shape Consumer Responses to Racial Representation in TV Advertising

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4471248
Number of pages: 34 Posted: 18 Jun 2023 Last Revised: 08 May 2026
Gijs Overgoor, Lijing Wang, Gokhan Yildirim, Yakov Bart and Koen Pauwels
Southern Methodist University (SMU) - Marketing Department, Imperial College Business School, Imperial College London, Northeastern University (USA) - Marketing Area and Northeastern University (USA) - D’Amore-McKim School of Business
Downloads 607 (110,538)
Citation 2

Abstract:

Loading...

advertising, diversity, equity, inclusion, panel data, purchase intention

3.

Shades of Representation: Exploring the Role of Skin-Tone Diversity in Consumer Perceptions and Brand Practices

Number of pages: 49 Posted: 06 Jun 2023 Last Revised: 07 Aug 2025
Wen Xie, Gijs Overgoor, Hsin-Hsuan Meg Lee and Zhu Han
Northeastern Univeristy, Southern Methodist University (SMU) - Marketing Department, ESCP Business School and University of Houston
Downloads 356 (209,635)

Abstract:

Loading...

Skin-tone diversity; social media; brand management; machine learning; image analytics; DEI

4.

(Mis)Measuring the Drivers of Ad Performance

SMU Cox School of Business Research Paper No. 25-23
Number of pages: 57 Posted: 16 Sep 2025
Gijs Overgoor, Samsun Knight and Yakov Bart
Southern Methodist University (SMU) - Marketing Department, University of Toronto and Northeastern University (USA) - Marketing Area
Downloads 281 (280,513)

Abstract:

Loading...

advertising, large-language models, multimodal AI, ad creative

5.

NeuroViT: A Brain-Aligned Vision Transformer for Product Image Analysis

SMU Cox School of Business Research Paper No. 25-18
Number of pages: 67 Posted: 14 Jun 2025 Last Revised: 26 Jan 2026
Gijs Overgoor, Hang-Yee Chan, William Rand, Willemijn Van Dolen and H. Steven Scholte
Southern Methodist University (SMU) - Marketing Department, King’s College London, North Carolina State University, University of Amsterdam and University of Amsterdam
Downloads 255 (300,076)

Abstract:

Loading...

E-Commerce, Image Mining, Machine Learning, Computer Vision, Neuroscience, fMRI

6.

Leveraging Public Traces to Monitor Fake-review Campaigns

SMU Cox School of Business Research Paper No. 25-24
Number of pages: 30 Posted: 02 Jun 2026
Gijs Overgoor, Ali Tosyali, Ethan Feldman and Anol Bhattacherjee
Southern Methodist University (SMU) - Marketing Department, RIT Saunders College of Business, Rochester Institute of Technology (RIT) - Saunders College of Business and University of South Florida - College of Business Administration
Downloads 242 (339,185)

Abstract:

Loading...

recruited reviewers, e-commerce, networks, policy for fake reviews, fake review monitoring

7.

The Dollar Value of Better Ad Content: Tracing the Relationships Between Ad Creatives, Ad Skipping, and Ad Elasticities

Number of pages: 47 Posted: 03 Feb 2026
Samsun Knight, Gijs Overgoor, Tsung-Yiou Hsieh and Yakov Bart
University of Toronto, Southern Methodist University (SMU) - Marketing Department, Oklahoma State University - Stillwater - Department of Marketing and Northeastern University (USA) - Marketing Area
Downloads 51 (1,063,489)

Abstract:

Loading...

advertising, creative content, instrumental variables, ad tuning, ad avoidance