Ad targeting

Rahman, Shamma and Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2026) Systematic or shortcut? How roles and experience shape decision-making in cookieless advertising strategies in emerging markets. Journal of Marketing Communications. ISSN 1352-7266 (Print), 1466-4445 (Online) (doi:10.1080/13527266.2026.2638790)

airline advertising

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717, Kokkranikal, Jithendran ORCID: https://orcid.org/0000-0003-0103-562X and Parker, Brianna (2023) Do consumers go through imagery processing processes differently? The interplay between imagery-evoking level and multidimensional mental imagery in airline ads processing. Journal of Marketing Communications. ISSN 1352-7266 (Print), 1466-4445 (Online) (doi:10.1080/13527266.2023.2246036)

analytical fluency

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 and Xiao, Sarah (2019) The interaction effect between online product presentation dynamism and background contextualization on engagement and analytical fluency. In: EMAC 2019 Proceedings. Universitat Hamburg. ISBN 978-3982114606

authentic learning

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2025) Authentic learning through partnership: co-creating marketing solutions with SMEs in an AI-enhanced context. In: Learning and Teaching Festival 2025 "Transformative Education: Integrating Perspectives for Inclusive and Sustainable Excellence", 26th June, 2025, University of Greenwich, London.

background contextualization

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 and Xiao, Sarah (2019) The interaction effect between online product presentation dynamism and background contextualization on engagement and analytical fluency. In: EMAC 2019 Proceedings. Universitat Hamburg. ISBN 978-3982114606

Cognitive Dissonance

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 and Xiao, Sarah (2017) To buy but not to keep: The impact of mental imagery discrepancy in E-commerce product return. In: EMAC 2017 Leaving Footprints. EMAC. ISBN 978-90-367-9912-6

cognitive load

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717, Xiao, Sarah Hong and Nicholson, Michael (2020) The effects of dynamic product presentation and contextual backgrounds on consumer purchase intentions: perspectives from the load theory of attention and cognitive control. Journal of Advertising, 49 (5). pp. 592-612. ISSN 0091-3367 (Print), 1557-7805 (Online) (doi:10.1080/00913367.2020.1789014)

cognitive load theory

Rahman, Shamma and Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2026) Systematic or shortcut? How roles and experience shape decision-making in cookieless advertising strategies in emerging markets. Journal of Marketing Communications. ISSN 1352-7266 (Print), 1466-4445 (Online) (doi:10.1080/13527266.2026.2638790)

contextual backgrounds

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717, Xiao, Sarah Hong and Nicholson, Michael (2020) The effects of dynamic product presentation and contextual backgrounds on consumer purchase intentions: perspectives from the load theory of attention and cognitive control. Journal of Advertising, 49 (5). pp. 592-612. ISSN 0091-3367 (Print), 1557-7805 (Online) (doi:10.1080/00913367.2020.1789014)

dynamic imagery

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 and Xiao, Sarah (2019) The interaction effect between online product presentation dynamism and background contextualization on engagement and analytical fluency. In: EMAC 2019 Proceedings. Universitat Hamburg. ISBN 978-3982114606

Dynamic object

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2020) Bring the destination closer to consumers: The impact of using dynamic objects in different types of tourism destination ads. In: Proceedings of the European Marketing Academy EMAC 2020 49th Annual Conference. EMAC 2020 Annual Conference, 61493 . European Marketing Academy (EMAC), Budapest.

dynamic product imagery

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717, Xiao, Sarah Hong and Nicholson, Michael (2020) The effects of dynamic product presentation and contextual backgrounds on consumer purchase intentions: perspectives from the load theory of attention and cognitive control. Journal of Advertising, 49 (5). pp. 592-612. ISSN 0091-3367 (Print), 1557-7805 (Online) (doi:10.1080/00913367.2020.1789014)

elaboration likelihood model

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717, Kokkranikal, Jithendran ORCID: https://orcid.org/0000-0003-0103-562X and Parker, Brianna (2023) Do consumers go through imagery processing processes differently? The interplay between imagery-evoking level and multidimensional mental imagery in airline ads processing. Journal of Marketing Communications. ISSN 1352-7266 (Print), 1466-4445 (Online) (doi:10.1080/13527266.2023.2246036)

empathy and empowerment

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2026) Who acts and who controls? AI imagery, empathy, and empowerment in sustainable advertising. In: Proceedings of the 58th Academy of Marketing Conference: "Breaking Boundaries – Unlocking Potential". Academy of Marketing, The University of Manchester, p. 106. ISBN 978-1919647326

engagement

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 and Xiao, Sarah (2019) The interaction effect between online product presentation dynamism and background contextualization on engagement and analytical fluency. In: EMAC 2019 Proceedings. Universitat Hamburg. ISBN 978-3982114606

GenAI

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2025) Authentic learning through partnership: co-creating marketing solutions with SMEs in an AI-enhanced context. In: Learning and Teaching Festival 2025 "Transformative Education: Integrating Perspectives for Inclusive and Sustainable Excellence", 26th June, 2025, University of Greenwich, London.

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2024) Exploring the role of Generative Artificial Intelligence (GenAI) in Higher Education: values, creativity, and cultural perspectives. In: Learning & Teaching Festival 2024 (LTF2024) - The Big Picture: Meta-learning, 20th June 2024, University of Greenwich, London. (Unpublished)

Generative AI

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2026) Who acts and who controls? AI imagery, empathy, and empowerment in sustainable advertising. In: Proceedings of the 58th Academy of Marketing Conference: "Breaking Boundaries – Unlocking Potential". Academy of Marketing, The University of Manchester, p. 106. ISBN 978-1919647326

heuristic-systematic model

Rahman, Shamma and Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2026) Systematic or shortcut? How roles and experience shape decision-making in cookieless advertising strategies in emerging markets. Journal of Marketing Communications. ISSN 1352-7266 (Print), 1466-4445 (Online) (doi:10.1080/13527266.2026.2638790)

Higher Education

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2024) Exploring the role of Generative Artificial Intelligence (GenAI) in Higher Education: values, creativity, and cultural perspectives. In: Learning & Teaching Festival 2024 (LTF2024) - The Big Picture: Meta-learning, 20th June 2024, University of Greenwich, London. (Unpublished)

imagery fluency

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717, Xiao, Sarah Hong and Nicholson, Michael (2020) The effects of dynamic product presentation and contextual backgrounds on consumer purchase intentions: perspectives from the load theory of attention and cognitive control. Journal of Advertising, 49 (5). pp. 592-612. ISSN 0091-3367 (Print), 1557-7805 (Online) (doi:10.1080/00913367.2020.1789014)

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 and Xiao, Sarah (2018) Harmony is not always better: The effect of visual presentation and content congruence on imagery fluency. In: The 2018 American Marketing Association/American Collegiate Retailing Association (ACRA/AMA) Triennial Conference, 6 – 9 June 2018, Toronto, Canada.

impulse buying

Zhang, Qian and Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2026) The social side of scarcity: when time limits create connection, not competition. In: EMAC 2026 Doctoral Colloquium and Spring Conference, 2nd - 5th June, 2026, School of Management, University of Bath.

industry partnership

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2025) Authentic learning through partnership: co-creating marketing solutions with SMEs in an AI-enhanced context. In: Learning and Teaching Festival 2025 "Transformative Education: Integrating Perspectives for Inclusive and Sustainable Excellence", 26th June, 2025, University of Greenwich, London.

ingredient presentation

Conner, Emma and Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2023) The interaction effect of ingredient presentation and message appeal type on affective responses and willingness to buy home coffee: a moderated mediation model from the perspective of SOR theory. In: EMAC annual conference 2023, 22nd - 23rd May 2023, Odense, Denmark.

Learning and Teaching

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2024) Exploring the role of Generative Artificial Intelligence (GenAI) in Higher Education: values, creativity, and cultural perspectives. In: Learning & Teaching Festival 2024 (LTF2024) - The Big Picture: Meta-learning, 20th June 2024, University of Greenwich, London. (Unpublished)

limited-quantity scarcity

Zhang, Qian and Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2026) The social side of scarcity: when time limits create connection, not competition. In: EMAC 2026 Doctoral Colloquium and Spring Conference, 2nd - 5th June, 2026, School of Management, University of Bath.

limited-time scarcity

Zhang, Qian and Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2026) The social side of scarcity: when time limits create connection, not competition. In: EMAC 2026 Doctoral Colloquium and Spring Conference, 2nd - 5th June, 2026, School of Management, University of Bath.

mental imagery

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717, Kokkranikal, Jithendran ORCID: https://orcid.org/0000-0003-0103-562X and Parker, Brianna (2023) Do consumers go through imagery processing processes differently? The interplay between imagery-evoking level and multidimensional mental imagery in airline ads processing. Journal of Marketing Communications. ISSN 1352-7266 (Print), 1466-4445 (Online) (doi:10.1080/13527266.2023.2246036)

Mental Imagery Discrepancy

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 and Xiao, Sarah (2017) To buy but not to keep: The impact of mental imagery discrepancy in E-commerce product return. In: EMAC 2017 Leaving Footprints. EMAC. ISBN 978-90-367-9912-6

message appeal

Conner, Emma and Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2023) The interaction effect of ingredient presentation and message appeal type on affective responses and willingness to buy home coffee: a moderated mediation model from the perspective of SOR theory. In: EMAC annual conference 2023, 22nd - 23rd May 2023, Odense, Denmark.

organisational role

Rahman, Shamma and Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2026) Systematic or shortcut? How roles and experience shape decision-making in cookieless advertising strategies in emerging markets. Journal of Marketing Communications. ISSN 1352-7266 (Print), 1466-4445 (Online) (doi:10.1080/13527266.2026.2638790)

perceived inclusivity

Zhang, Qian and Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2026) The social side of scarcity: when time limits create connection, not competition. In: EMAC 2026 Doctoral Colloquium and Spring Conference, 2nd - 5th June, 2026, School of Management, University of Bath.

perceptual load

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717, Xiao, Sarah Hong and Nicholson, Michael (2020) The effects of dynamic product presentation and contextual backgrounds on consumer purchase intentions: perspectives from the load theory of attention and cognitive control. Journal of Advertising, 49 (5). pp. 592-612. ISSN 0091-3367 (Print), 1557-7805 (Online) (doi:10.1080/00913367.2020.1789014)

privacy regulations

Rahman, Shamma and Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2026) Systematic or shortcut? How roles and experience shape decision-making in cookieless advertising strategies in emerging markets. Journal of Marketing Communications. ISSN 1352-7266 (Print), 1466-4445 (Online) (doi:10.1080/13527266.2026.2638790)

Product Return

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 and Xiao, Sarah (2017) To buy but not to keep: The impact of mental imagery discrepancy in E-commerce product return. In: EMAC 2017 Leaving Footprints. EMAC. ISBN 978-90-367-9912-6

psychological distance

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2020) Bring the destination closer to consumers: The impact of using dynamic objects in different types of tourism destination ads. In: Proceedings of the European Marketing Academy EMAC 2020 49th Annual Conference. EMAC 2020 Annual Conference, 61493 . European Marketing Academy (EMAC), Budapest.

purchase intention

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717, Kokkranikal, Jithendran ORCID: https://orcid.org/0000-0003-0103-562X and Parker, Brianna (2023) Do consumers go through imagery processing processes differently? The interplay between imagery-evoking level and multidimensional mental imagery in airline ads processing. Journal of Marketing Communications. ISSN 1352-7266 (Print), 1466-4445 (Online) (doi:10.1080/13527266.2023.2246036)

quantity

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717, Kokkranikal, Jithendran ORCID: https://orcid.org/0000-0003-0103-562X and Parker, Brianna (2023) Do consumers go through imagery processing processes differently? The interplay between imagery-evoking level and multidimensional mental imagery in airline ads processing. Journal of Marketing Communications. ISSN 1352-7266 (Print), 1466-4445 (Online) (doi:10.1080/13527266.2023.2246036)

scarcity framing

Zhang, Qian and Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2026) The social side of scarcity: when time limits create connection, not competition. In: EMAC 2026 Doctoral Colloquium and Spring Conference, 2nd - 5th June, 2026, School of Management, University of Bath.

sensory marketing

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 and Xiao, Sarah (2018) Harmony is not always better: The effect of visual presentation and content congruence on imagery fluency. In: The 2018 American Marketing Association/American Collegiate Retailing Association (ACRA/AMA) Triennial Conference, 6 – 9 June 2018, Toronto, Canada.

Social Identity Theory

Zhang, Qian and Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2026) The social side of scarcity: when time limits create connection, not competition. In: EMAC 2026 Doctoral Colloquium and Spring Conference, 2nd - 5th June, 2026, School of Management, University of Bath.

SOR theory

Conner, Emma and Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2023) The interaction effect of ingredient presentation and message appeal type on affective responses and willingness to buy home coffee: a moderated mediation model from the perspective of SOR theory. In: EMAC annual conference 2023, 22nd - 23rd May 2023, Odense, Denmark.

strategies

Rahman, Shamma and Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2026) Systematic or shortcut? How roles and experience shape decision-making in cookieless advertising strategies in emerging markets. Journal of Marketing Communications. ISSN 1352-7266 (Print), 1466-4445 (Online) (doi:10.1080/13527266.2026.2638790)

sustainability marketing

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2026) Who acts and who controls? AI imagery, empathy, and empowerment in sustainable advertising. In: Proceedings of the 58th Academy of Marketing Conference: "Breaking Boundaries – Unlocking Potential". Academy of Marketing, The University of Manchester, p. 106. ISBN 978-1919647326

tourism advertising

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2020) Bring the destination closer to consumers: The impact of using dynamic objects in different types of tourism destination ads. In: Proceedings of the European Marketing Academy EMAC 2020 49th Annual Conference. EMAC 2020 Annual Conference, 61493 . European Marketing Academy (EMAC), Budapest.

valence

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717, Kokkranikal, Jithendran ORCID: https://orcid.org/0000-0003-0103-562X and Parker, Brianna (2023) Do consumers go through imagery processing processes differently? The interplay between imagery-evoking level and multidimensional mental imagery in airline ads processing. Journal of Marketing Communications. ISSN 1352-7266 (Print), 1466-4445 (Online) (doi:10.1080/13527266.2023.2246036)

visual stimuli

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717, Kokkranikal, Jithendran ORCID: https://orcid.org/0000-0003-0103-562X and Parker, Brianna (2023) Do consumers go through imagery processing processes differently? The interplay between imagery-evoking level and multidimensional mental imagery in airline ads processing. Journal of Marketing Communications. ISSN 1352-7266 (Print), 1466-4445 (Online) (doi:10.1080/13527266.2023.2246036)

vividness

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717, Kokkranikal, Jithendran ORCID: https://orcid.org/0000-0003-0103-562X and Parker, Brianna (2023) Do consumers go through imagery processing processes differently? The interplay between imagery-evoking level and multidimensional mental imagery in airline ads processing. Journal of Marketing Communications. ISSN 1352-7266 (Print), 1466-4445 (Online) (doi:10.1080/13527266.2023.2246036)

work experience

Rahman, Shamma and Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2026) Systematic or shortcut? How roles and experience shape decision-making in cookieless advertising strategies in emerging markets. Journal of Marketing Communications. ISSN 1352-7266 (Print), 1466-4445 (Online) (doi:10.1080/13527266.2026.2638790)