A Brave New World: Cross-National Qualitative Studies Outline Stakeholders’ Thoughts on the Future of Advertising

A Brave New World: Cross-National Qualitative Studies Outline Stakeholders’ Thoughts on the Future of Advertising

• Harold L. Stuart Endowed Chair in Business Siva K. Balasubramanian
• Zheng Zhou, Stuart Ph.D. Management Science ’20
• Zhenze Xing, Stuart Management Science Ph.D. student
• Jose Marti-Parreno, Universidad Internacional de Valencia, Spain
• Daniele Scarpi, University of Bologna Business School, Italy
• Giacomo Gistri, University of Macerata, Italy
• Raymond Pettit, Northeastern University

Abstract

Qualitative studies deploy concept mapping and in-depth interviews with researcher, practitioner, and consumer stakeholders to assess perceptions of advertising’s future. Concept mapping (Study 1 - Spain) identified core perceptions (advertising will prioritize consumer privacy, formats and metrics). Studies 2 (Italy) and 3 (United States) build on and contextualize such perceptions. Insights from depth interviews with Italian informants suggest that new technologies influence advertising’s future in three areas: privacy, practice, and research/education. Depth interviews with U.S. consumers underscore changes in the power structure within traditional advertiser-platform-consumer relationships following the onset of digital ads that enabled online platforms to dominate. Informants’ conveyed angst at inadequate privacy protection and an appalling lack of transparency or control for consumers in digital domains. They suggest current practices are not sustainable and recommend strong regulations that protect privacy, prevent anti-trust behavior, promote competition among online platforms, and encourage consumer education. While these three studies are forward looking, a backward looking bibliometric thematic mapping analysis of publications since 1990 in top advertising journals (Study 4) analyzes growth of privacy related research; comparing insights from this study with earlier studies suggests topics deserving future research enquiry. Finally, we present propositions for future advertising research, and implications for future research.

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