RESEARCH STATEMENT

Ana's research broadly focuses on technology-enabled communication and consumption. This includes electronic word of mouth, online social interaction, and social media and intersects with new consumer technologies. Her dissertation work, supervised by Dr. Kristine de Valck and Dr. Francesca Sotgiu, has been published in the Journal of Marketing Research, and presented at leading marketing conferences and several invited talks at business schools in Europe and North America.

Ana’s research has been supported by competitive funding, including the University of Denver’s Faculty Research Fund, Brierley Institute (Southern Methodist University), and Labex ECODEC research grants. Most recently, Ana's dissertation has been 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 is interested in ways to maximize the effectiveness of social media monitoring and investment strategies, such that they improve firm performance. She is also concerned with the role of online social interaction in consumers’ lives—especially in the context of food consumption and nostalgic consumption. She draws on theories ranging from psychology (e.g., cognition) to anthropology and sociology (e.g., the meaning of food). Therefore, Ana's projects integrate a wide range of methods appropriate for pursued research questions: conceptual papers, meta-analytic reviews, longitudinal netnography, interviews, lab experiments, and bibliometric and citation network analyses.


PUBLICATIONS

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. [Dissertation Essay]

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 eWOM process (with Kristine de Valck and Francesca Sotgiu)

  • Paper on consumer nostalgia (with Thomas Derek Robinson and Ela Veresiu)

  • Paper on moral legitimation in the context of gluten-free consumption

  • Paper on retro-marketing and common myths about consumer nostalgia (with Ela Veresiu and Thomas Derek Robinson)

  • Paper on consumption experience in the context of American Yoga (with Melissa Archpru Akaka and Gia Nardini)

  • Paper on meme culture (with Felipe Thomaz)

  • Paper on new consumer technologies (with Thomas Derek Robinson and Caroline Wiertz)

  • Paper on trust and online reviews (with Ali Besharat)

  • Paper on incentivizing online reviews (with Chaoqun Chen)


CONFERENCE PRESENTATIONS AND PROCEEDINGS

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, “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

 

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