Welcome to the 2025 AAA Annual Conference in Pittsburgh, PA! We are so glad you are joining us. Be sure to share your time at the conference using #AAA2025!

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8:30am EDT

Session 3.02: Personalization in Advertising Sternwheeler - WP FloorLouvins Pierre (University of Illinois Urbana Champaign) Session 3.02a: From Recommendation to Reaction: How Personalized Advertising Based on Friend Recommendations Shape Consumer Responses Sternwheeler - WP FloorWon-Ki Moon (University of Florida) • Yuan Sun (University of Florida) • Mengqi (Maggie) Liao (University of Georgia) • Sangwook Lee (University of Colorado Boulder) Session 3.02b: The Impact of Perceived Personalization and Ideal Self-Congruence with the Brand on Strengthening Brand Attachment and Ad Engagement: A LinkedIn Advertising Study Sternwheeler - WP FloorPratik Shah (California State University Session 3.02c: Personalization vs. Privacy concerns in data-driven advertising Sternwheeler - WP FloorEric Haley (University of Tennessee) • Kibum Youn (Kutztown University of Pennsylvania) Session 3.02d: When Personalized Ad Echoes Your Offline Conversation: The Timing Effect on Surveillance Perception of Conversation-Related Advertising Sternwheeler - WP FloorClaire Segijn (University of Minnesota - Twin Cities) • Jiacheng Huang (University of Minnesota - Twin Cities) • Rongjin (Jinny) Zhang (University of Minnesota - Twin Cities)

10:30am EDT

Session 3.06: Memes and Reviews in Brand Perceptions Sternwheeler - WP FloorCristian Buzeta (Universidad de Chile) Session 3.06a: Can Memes be Leveraged to Improve Audience Response to Film Advertising Posters? The Impact of Incongruity Between Film Type and Poster Meme Type Sternwheeler - WP FloorHye Jin Yoon (University of Georgia) • Haoyue Xiang (University of Georgia) Session 3.06b: Capitalizing on Content: How Marketing Insiders Are Transforming Internet Memes into Branded Advertising Sternwheeler - WP FloorChristopher Vardeman (Towson University) Session 3.06c: Fighting Back with Memes: The Effect of Meme-based Public Service Announcements on Counter-arguing Anti-vaccine Memes Across Different Attack Types Sternwheeler - WP FloorJeong-Yeob Han (University of Georgia) • Hye Jin Yoon (University of Georgia) • Ja Kyung Seo (University of Georgia) • Hanyoung Kim (University of Kentucky) • Youngji Seo (Syracuse University) • Jiyoung Yeon (University of Georgia) • Youngjee Ko (Kwangwoon University) Session 3.06d: The Impact of Utilitarian Product Reviews on Brand Perception Sternwheeler - WP FloorEric Haley • Matthew Pittman • Ben Libon (University of Georgia)

American Academy of Advertising's 2025 Annual Conference

8:30am EDT

10:30am EDT