RESEARCH STATEMENT
Ana's research focuses on technology-enabled consumption and communication. This includes electronic word of mouth, online social interaction, and social media and intersects with new consumer technologies. Her secondary stream of research examines consumer nostalgia and retro marketing.
Ana’s research has been published in top-tier marketing journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of the Academy of Marketing Science, and Journal of Interactive Marketing. She has also published two refereed book chapters, in Routledge’s Food and Experiential Marketing: Pleasure, Wellbeing, and Consumption, Bristol University Press’ Intimations of Nostalgia: Multidisciplinary Explorations of an Enduring Emotion. She also regularly presents new research at leading marketing conferences and invited talks at business schools in North America and Europe.
Ana’s work has been supported by competitive funding, including the Marketing Science Institute, University of Denver’s Faculty Research Fund and Internationalization Grant, and Labex ECODEC research grants. Most recently, Ana’s 2016 JMR article placed finalist for the 2021 Weitz-Winer-O’Dell Award, and her dissertation was chosen by the editorial team of the European Journal of Marketing as a Highly Commended Award winner of the 2017 Emerald/EFMD Outstanding Doctoral Research Awards in the Marketing category.
Ana's projects integrate a range of theoretical approaches and methods appropriate for pursued research questions: conceptual papers, meta-analytic reviews, qualitative methods (netnography, interviews), lab experiments, and bibliometric and citation network analyses.
PUBLICATIONS
Schweidel, David, Yakov Bart, Jeff Inman, Andrew Stephen, Barak Libai, Michelle Andrews, Ana Babic Rosario, Inyoung Chae, Zoey Chen, Daniella Kupor, Chiara Longoni, and Felipe Thomaz (2022), “How Consumer Digital Signals are Reshaping the Customer Journey,“ Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-022-00839-w.
Robinson, Thomas Derek, Ela Veresiu, and Ana Babic Rosario (2022), “Consumer Timework,” Journal of Consumer Research, 49 (1), 96–111. https://doi.org/10.1093/jcr/ucab046.
Babic Rosario, Ana, Cristel Antonia Russell, and Doreen Ellen Shanahan (2022), “Paradoxes of Social Support in Virtual Support Communities: A Mixed-Method Inquiry of the Social Dynamics in Health and Wellness Facebook Groups,” Journal of Interactive Marketing, 57 (1), 54-89. https://doi.org/10.1177/10949968221075819.
Babic Rosario, Ana, Kristine de Valck, and Francesca Sotgiu (2020), “Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation,” Journal of the Academy of Marketing Science, 48, 422-448. https://doi.org/10.1007/s11747-019-00706-1.
Babic Rosario, Ana, Francesca Sotgiu, Kristine de Valck, and Tammo H.A. Bijmolt (2016), “The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors,” Journal of Marketing Research, 53 (3), 297-318. https://doi.org/10.1509/jmr.14.0380.
Veresiu, Ela, Thomas Derek Robinson, and Ana Babic Rosario (2021), “Marketing and Nostalgia: Unpacking the Past and Future of Marketing and Consumer Research on Nostalgia” in Intimations of Nostalgia: Multidisciplinary Explorations of an Enduring Emotion (ed. M. Hviid Jacobsen), Bristol University Press, Bristol, UK. https://doi.org/10.1332/policypress/9781529214765.003.0009.
Babic Rosario, Ana (2019), “Food Shopping Experience on the Periphery of the Supermarket: A Social-Media Afforded Quest for Whole30-Compliant Foods and Wellbeing,” in Food and Experiential Marketing: Pleasure, Wellbeing, and Consumption (ed. W. Batat), Interpretive Marketing Research series, Routledge, London, UK.
SELECT RESEARCH IN PROGRESS
Paper on consumer vulnerability (with Maja Golf-Papez, Josephine Go Jefferies, Valery Bezencon, Raika Sadeghein, Anjala Krishen, and Ekant Veer)
Paper on consumer nostalgia (with Ela Veresiu and Thomas Derek Robinson)
Paper on trust and online reviews (with Ali Besharat and Francesca Sotgiu)
Paper on meme culture (with Felipe Thomaz)
CONFERENCE PRESENTATIONS AND PROCEEDINGS
Kristine de Valck, Ana Babic Rosario, and Isabella Ciampa, “Transforming, Extending, and Reducing Rituals,” Consumer Culture Theory (CCT) Conference, Corvallis, OR, July 2022
Thomas Derek Robinson, Ana Babic Rosario, and Caroline Wiertz, “Cultured Robots: Social Imaginaries and Market Speeds,” Artificial Intelligence & Robotics in Service Interactions (AIRSI): Trends, Benefits, and Challenges, Zaragoza, Spain, July 2022 [held virtually]
Kristine de Valck, Ana Babic Rosario, and Isabella Ciampa, “Rites of Passage During the COVID-19 Pandemic: Transforming, Extending, and Reducing Rituals,” Winter AMA Educators’ Conference, Las Vegas, NV, February 2022 [held virtually]
Kristine de Valck, Ana Babic Rosario, and Isabella Ciampa, “Rites of Passage During the COVID-19 Pandemic: Transforming, Extending, and Reducing Rituals,” Association for Consumer Research (ACR) Conference, October 2021 [held virtually]
Ana Babic Rosario, Doreen E. Shanahan, and Cristel Antonia Russell, “Ambivalent Social Processes in Virtual Support Communities: A Mixed-Method Inquiry of Facebook Groups” Association for Consumer Research (ACR) Conference, October 2021 [held virtually]
Ana Babic Rosario, Doreen E. Shanahan, and Cristel Antonia Russell, “The Good, the Bad and the Ugly: Social Dynamics in Virtual Support Communities,” INFORMS Marketing Science, Rochester, NY, June 2021 [held virtually]
Ana Babic Rosario and Felipe Thomaz, “The Impact of Internet Memes on Information Processing, Culture Development, and Behavioral Change,” Winter AMA Educators’ Conference, February 2021 [held virtually]
Ana Babic Rosario, Cristel Antonia Russell, and Doreen Shanahan, “Unanticipated Consequences of Virtual Support Communities: A Multi-method Study of Social Diagnoses and Social Anxieties,” Interactive Marketing Research Conference on Examining the Unanticipated Consequences of Interactive Marketing, London, UK, October 2020 [held virtually]
Appel, Gil, Ana Babic Rosario, Shiri Melumad, Ryann Reynolds-McIlnay, and Evan Weingarten, “Early Career Panel on Future Trends in Consumer and Technology Research,” Society for Consumer Psychology Boutique Conference on Consumers and Technology, Montreal, Canada, June 2019.
Stephen, Andrew, Yakov Bart, Jeff Inman, Barak Libai, David Schweidel, Michelle Andrews, Ana Babic Rosario, Inyoung Chae, Zoey Chen, Daniella Kupor, Chiara Longoni, Felipe Thomaz, “Technology-Enabled Persuasion Throughout Customer Journey,” 11th Triennial Invitational Choice Symposium, McDonough School of Business, Georgetown University, Cambridge, MD, May 2019.
Thomas Derek Robinson, Ana Babic Rosario, and Caroline Wiertz, “Trust and Risk in Robot-Services: A Comparative Study of Denmark and Britain,” 48th European Marketing Academy Conference (EMAC), Hamburg, Germany, May 2019.
Thomas Derek Robinson, Ana Babic Rosario, and Caroline Wiertz, “Technology Acceptance and Virtual Material Configurations: The Case of Consumer Robots,” 10th EIASM Interpretive Consumer Research (ICR) Workshop, Lyon, France, May 2019.
Babic Rosario, Ana, “Application and Efficacy of Digital Technologies in Transformative Consumer Research,” Transformative Consumer Research Conference, Tallahassee, FL, May 2019.
Thomas Derek Robinson, Ana Babic Rosario, and Caroline Wiertz, “Cultured Robots: Temporality and Technology Acceptance Across Multiple Contexts,” GW University Inaugural Conference on the Intelligence of Things, George Washington University Center for the Connected Consumer, Washington D.C., April 2019.
Babic Rosario, Ana, Ela Veresiu, and Thomas Derek Robinson, “Revisiting Retro Branding and Nostalgia Marketing,” Winter AMA Conference, Austin, TX, February 2019.
Babic Rosario, Ana, Kristine de Valck, and Francesca Sotgiu, “The Dimensions of Electronic Word of Mouth: An Organizing Framework and Agenda for Future Research,” Winter AMA Conference, Austin, TX, February 2019.
Akaka, Melissa Archpru, Ana Babic Rosario, Gia Nardini, “In Experiences We Trust: From Brand-centric Experiences to Experience-centric Brands,” Association for Consumer Research (ACR) Conference, Dallas, TX, October 2018.
Veresiu, Ela, Ana Babic Rosario, and Thomas Derek Robinson, “Nostalgiacising: A Performative Theory of Nostalgic Consumption,” Association for Consumer Research (ACR) Conference, Dallas, TX, October 2018.
Veresiu, Ela, Ana Babic Rosario, and Thomas Derek Robinson, “Reflective Nostalgia in Post-Socialist Cartoon Consumption: Rethinking the Temporal Dynamics of a Consumable Past,” Consumer Culture Theory (CCT) Conference, June 2018
Babic Rosario, Ana and Rosanna Garcia, “Trust in the (Sharing) Economy: A Review of Trends and Future Research Directions,” Competitive Advantage in the Digital Economy (CADE) Conference: Smart Service Systems, Personal Data and Digital Transformation, Venice, Italy, June 2018
Babic Rosario, Ana and Rosanna Garcia, “Trust in the (Sharing) Economy: A Review of Trends and Future Research Directions,” Thought Leadership Conference, Oslo, Norway, June 2018
Babic Rosario, Ana, Francesca Sotgiu, and Kristine de Valck, “Academic Word of Mouth,” Thought Leadership Conference, Oslo, Norway, June 2018
Akaka, Melissa, Ana Babic Rosario, and Gia Nardini “From Consumer to Brand Constituent: Transformative Assemblages in Consumption Journeys,” Consumer Culture Theory (CCT) Conference, Odense, Denmark, July 2018 (poster presentation)
Arnould, Eric, Daiane Scaraboto, and Toni Eagar, “Digital Methods: Roundtable,” (invited as the roundtable participant), Consumer Culture Theory (CCT) Conference, Odense, Denmark, July 2018
Ela Veresiu, Thomas Derek Robinson, and Ana Babic Rosario, “Reflective Nostalgia in Post-Socialist Cartoon Consumption: Rethinking the Temporal Dynamics of a Consumable Past,” Consumer Culture Theory (CCT) Conference, Odense, Denmark, July 2018
Babic, Ana, Kristine de Valck, and Tina M. Lowrey, “Against the Grain: A Study of Social Identity Reconstruction in Online 'Gluten-Free Living' Communities,” North American Association of Consumer Research (ACR) Conference, Baltimore, October 2014 (poster presentation)
Babic, Ana, Francesca Sotgiu, Kristine de Valck, and Tammo H.A. Bijmolt, “Factors Influencing the Effectiveness of Electronic Word of Mouth (eWOM) on Sales: A Meta-Analytic Review,” Special Track “Internet and Interactive Marketing”, INFORMS Marketing Science Conference, Emory University, Atlanta, June 2014
Babic, Ana, Francesca Sotgiu, Kristine de Valck, and Tammo H.A. Bijmolt, “Factors Influencing the Effectiveness of Electronic Word of Mouth (eWOM) on Sales: A Meta-Analytic Review,” Thought Leaders in Marketing Channels Conference, Paris, June 2014
Babic, Ana and Kristine de Valck, “'Tell Me Again How I Need ‘Healthy’ Whole Grains?!' Collective Assessment of Online Credibility and Negotiation of Truth in Online Communities of Consumption,” Special session “Who, What, How, and Why to Believe? Secrets, Revelations, and Truth Negotiations in Consumer Behavior,” European Conference of the Association for Consumer Research (EACR), IESE Business School, Barcelona, July 2013
Babic, Ana, Kristine de Valck, and Francesca Sotgiu, "The Business Value of Electronic Word of Mouth: A Meta-Analytic Review," Special Interest Group session “User Generated Content in E-Commerce: Taking the Next Step,” 42nd European Marketing Academy Conference (EMAC), Istanbul Technical University, Istanbul, June 2013
INVITED TALKS
Babic Rosario, Ana, Thomas Derek Robinson, and Ela Veresiu, “Consumer Timework,” Vrije Universiteit Amsterdam, April 2020
Babic Rosario, Ana, “Nostalgic Consumer Temporality,” University of Florida, June 2019
Babic Rosario, Ana, Francesca Sotgiu, Kristine de Valck, and Tammo H.A. Bijmolt, “The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors," 10th Meta-Analysis of Economics Research Network (MAER-Net) Colloquium, Hendrix College, Conway AR, September 2016
Babic, Ana, “Negotiation of Less-Legitimate Consumption Choices: A Study of Gluten-Free Lifestyles,” Cass Business School, London, March 2015
Babic, Ana, “Negotiation of Choice in Service Encounters,” 4th Schulich Idea Camp, Schulich School of Business, Toronto, November 2014
Babic, Ana, Francesca Sotgiu, Kristine de Valck, and Tammo H.A. Bijmolt, “The Business Value of Electronic Word of Mouth: A Meta-Analytic Review,” 35th Annual INSEAD-ESSEC-HEC Research Seminar, INSEAD, Fontainebleau, March 2014
Babic, Ana, “Marketing bez rukavica” (“Marketing With the Gloves Off”), Business Plan Contest workshop, Faculty of Economics, University of Zagreb, Zagreb, February 2013
Babic, Ana, “I Trust You, I Trust You Not: Cues to Credibility in Cyberspace,” Business PhD in Paris (BPP) Camp, ESSEC Business School, Paris, February 2012