Our research

Sands, S., Demsar, V., Ferraro, C., Wilson, S., Wheeler, M., & Campbell, C. (2025). Easing AI-advertising aversion: how leadership for the greater good buffers negative response to AI-generated ads. International Journal of Advertising, 1–21.

Sands S. & Ferraro C., (2025). DEI rollbacks: Consequences and considerations for brand managers, Business Horizons

Ferraro, C., Demsar, V., Sands, S., Restrepo, M., & Campbell, C. (2024). The paradoxes of generative AI-enabled customer service: A guide for managers. Business Horizons, 67, 549-559.

Sands, S., Ferraro, C., Demsar, V., Cohen, J., & Gvirtz, A. (2024). Immersive Advertising—A Review and Research Agenda: Potential Effects of and Considerations for AR, VR, and MR Advertisements. Journal of Advertising Research, 64(3), 284–300.

Ferraro, C., Sands, S., Demsar, V., & Cohen, J. (2024). Diversity Representation in Virtual Environments: How Brand Motives Mediate Consumer Perceptions. Australasian Marketing Journal, 32(3), 239-249.

Sands, S., Demsar, V., Ferraro, C., Campbell, C., & Cohen, J. (2024). Inauthentic inclusion: Exploring how intention to use AI-generated diverse models can backfire. Psychology & Marketing, 41, 1396–1413.

Sands, S., Campbell, C., Ferraro, C., Demsar, V., Rosengren, S., & Farrell, J. (2024). Principles for advertising responsibly using generative AI. Organizational Dynamics. 53(2). 101042.

Demsar, V., Ferraro, C., Nguyen, J., & Sands, S. (2023). Calling for Cancellation: Understanding how Markets Are Shaped to Realign With Prevailing Societal Values. Journal of Macromarketing, 43(3), 322-350.

Sands, S., Ferraro, C., Demsar, V., & Chandler, G. (2022). False idols: Unpacking the opportunities and challenges of falsity in the context of virtual influencers. Business Horizons, 65(6)777-788.

Demsar, V., Sands, S., Rosengren S., & Campbell, C. (2022). Ad creativity in a negative context: How a thanking message frame enhances purchase intention in times of crisis. Journal of Retailing and Consumer Services, 64, 102825.

Demsar, V., Sands, S., Campbell, C., & Pitt, L. (2021). “Unprecedented,” “extraordinary,” and “we're all in this together”: Does advertising really need to be so tedious in challenging times? Business Horizons, 64(4), 415-424.

Demsar, V., Brace-Govan, J., Jack, G., & Sands, S. (2021). The social phenomenon of trolling: understanding the discourse and social practices of online provocation. Journal of Marketing Management, 37(11–12), 1058–1090.

Demsar, V., & Brace-Govan, J. (2017). Sustainable Disposal and Evolving Consumer–Product Relationships. Australasian Marketing Journal, 25(2), 133-140.

Ferraro, C., Demsar, V., Sands, S., Ghaderi, H., Williams, J., McNeill, I., Shittu, O., & Ang, E. (2024). The Role of AI in Facilitating Circular Consumption. Swinburne. Report.

Kumar, R., Pallant, J., Demsar, V., & Sands, S. (2023). Stacks on Stacks on Stacks: The Voices of MarTech. Swinburne. Report.