Carla Ferraro
Biographic Data
| ID | 9079052 |
|---|---|
| NAME | Carla Ferraro |
| GIVEN NAMES | Carla |
| FAMILY NAME | Ferraro |
| SIGNATURE | FERRARO C |
| AFFILIATIONS | Swinburne University of Technology |
| ORCID | 0000-0002-3134-6712 |
| VERIFIED | Yes |
| TOTAL WORKS | 6 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 6 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2022 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
Easing AI-advertising aversion
The advertising industry is being reshaped by artificial intelligence (AI), offering innovation and efficiency in ad creation but also triggering consumer scepticism. This research examines consumer perceptions of AI-generated ads and their impact on consumer brand perceptions, highlighting strategies to mitigate negative reactions. Specifically, the role of responsible leadership, or leadership for the greater good, is explored as a means to cou…
Navigating Moral Harm Brand Crises
The Power of Digital Creators
The rise of digital creators has generated significant interest in both academia and industry, yet these domains have largely developed in isolation. This paper seeks to bridge that gap by synthesizing insights from two complementary bodies of evidence: eight large-scale research reports commissioned by TikTok Marketing Science and more than ninety peer-reviewed academic articles on creator-driven advertising. We identify eleven interconnected th…
Harmony or Discord? The Intersection of Generative AI and Human Creativity in Advertising
The intersection of Generative AI (Gen AI) and advertising represents a crucial turning point, highlighted by recent developments in academic research and practitioner application. This research, through interviews with senior advertising executives, explores the synergy between Gen AI and human creativity. We find that Gen AI reshapes creativity, handling routine tasks while human insights drive brand strategy and emotional connections. Concerns…
Diversity in the digital age
In recent years the popularity of social media influencers has grown exponentially, in part because influencers tend to not be seen as advertising and they enable brands to reach engaged audiences. As such, influencer marketing is perceived as an effective and cost-effective marketing tool. However, like all areas of marketing there are broad-based shifts that are having significant effects on the domain of influencer marketing. First, there are …
False idols
No prominent works on this page.
False idols
Diversity in the digital age
In recent years the popularity of social media influencers has grown exponentially, in part because influencers tend to not be seen as advertising and they enable brands to reach engaged audiences. As such, influencer marketing is perceived as an effective and cost-effective marketing tool. However, like all areas of marketing there are broad-based shifts that are having significant effects on the domain of influencer marketing. First, there are …
Harmony or Discord? The Intersection of Generative AI and Human Creativity in Advertising
The intersection of Generative AI (Gen AI) and advertising represents a crucial turning point, highlighted by recent developments in academic research and practitioner application. This research, through interviews with senior advertising executives, explores the synergy between Gen AI and human creativity. We find that Gen AI reshapes creativity, handling routine tasks while human insights drive brand strategy and emotional connections. Concerns…
Easing AI-advertising aversion
The advertising industry is being reshaped by artificial intelligence (AI), offering innovation and efficiency in ad creation but also triggering consumer scepticism. This research examines consumer perceptions of AI-generated ads and their impact on consumer brand perceptions, highlighting strategies to mitigate negative reactions. Specifically, the role of responsible leadership, or leadership for the greater good, is explored as a means to cou…
Navigating Moral Harm Brand Crises
The Power of Digital Creators
The rise of digital creators has generated significant interest in both academia and industry, yet these domains have largely developed in isolation. This paper seeks to bridge that gap by synthesizing insights from two complementary bodies of evidence: eight large-scale research reports commissioned by TikTok Marketing Science and more than ninety peer-reviewed academic articles on creator-driven advertising. We identify eleven interconnected th…
Advertising (4 works) · Business (4 works) · Psychology (4 works) · Computer Science (3 works) · Consumer Behavior in Brand Consumption and Identification (3 works) · Marketing management (3 works) · Social Psychology (3 works) · Creativity in Education and Neuroscience (2 works) · Digital Marketing and Social Media (2 works) · Influencer marketing (2 works)