{"id":104593,"date":"2025-03-14T15:11:36","date_gmt":"2025-03-14T19:11:36","guid":{"rendered":"https:\/\/adpr.utk.edu\/?p=104593"},"modified":"2025-03-14T15:11:36","modified_gmt":"2025-03-14T19:11:36","slug":"tombras-school-well-represented-at-aaa-where-assistant-professor-sitan-stan-li-wins-best-conference-paper-award","status":"publish","type":"post","link":"https:\/\/cci.utk.edu\/adpr\/2025\/03\/14\/tombras-school-well-represented-at-aaa-where-assistant-professor-sitan-stan-li-wins-best-conference-paper-award\/","title":{"rendered":"Tombras School Well Represented at AAA where Assistant Professor Sitan (Stan) Li Wins Best Conference Paper Award"},"content":{"rendered":"

The Tombras School of Advertising and Public Relations had a strong presence at the 2025 American Academy of Advertising (AAA) conference, from faculty winning the Best Conference Paper Award to ensuring the event ran smoothly.<\/p>\n

AAA supports research that is important to the advertising field and creates opportunities for academic and professional members to share ideas.<\/p>\n

Many faculty members, students, and alumni from the Tombras School gathered at this year\u2019s conference, held in Pittsburgh, Pennsylvania.\u00a0<\/p>\n

Assistant Professor Sitan (Stan) Li Wins Best Conference Paper Award<\/strong><\/h2>\n

Assistant Professor Li won the 2025 Best Conference Paper Award for his paper on virtual influencers\u2019 emotional voices.\u00a0<\/p>\n

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\u201cTo circumvent consumers\u2019 psychological resistance to artificial intelligence and make video content more engaging, these technologically created social media influencers mimic human behaviors, such as expressing emotions through voices. Using computational sentiment analysis and an online experiment, this research explores the impact of their human vs. AI-powered voices on consumer engagement and the effect of voice emotionality in virtual influencers\u2019 audiovisual advertising on luxury automobile brand choice behavior,\u201d he explained.\u00a0<\/p>\n

Li added that winning the award was motivating for his future work and that he was grateful to have his colleagues there to cheer him on.\u00a0<\/p>\n

\u201cThe collaborative environment within the Tombras School fosters a sense of community and stimulates intellectual exchange that inspires a career in innovative research and exploration.\u201d<\/p>\n<\/div>\n

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\"Assistant<\/figure>\n<\/div>\n<\/div>\n

From Leading the Conference to Being Volunteers and Sharing Research<\/strong><\/h2>\n

Professor Eric Haley, the executive director of AAA, represented the school and worked diligently to ensure the event went smoothly.<\/p>\n

\u201cThe University of Tennessee, Knoxville\u2019s Tombras School was highly visible at this year\u2019s AAA annual conference. Not only did many faculty members and students present their work, but our school also played a significant role as a major sponsor,\u201d Haley stated.<\/p>\n

The Tombras School headlined the opening reception, ensuring attendees recognized UT\u2019s College of Communication and Information and the Tombras School right from the start of the conference.<\/p>\n

\u201cOur prominent presence at major events enhances our program\u2019s reputation as a leader in advertising scholarship and education among a global audience of peers,\u201d Haley explained.<\/p>\n

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Qinran Li, a graduate teaching associate and second-year PhD student, was one of three doctoral students from the College of Communication and Information who volunteered at the conference.\u00a0<\/p>\n

Li, whose concentration is advertising, attended a pre-conference session focused on academic careers. The session emphasized the importance of building a LinkedIn presence, self-promotion, and engaging with professional communities, including Facebook groups where professors share teaching resources.<\/p>\n<\/div>\n

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\"Doctoral<\/figure>\n<\/div>\n<\/div>\n

\u201cThroughout the conference, many presentations focused on AI, virtual influencers, disclosure, labeling, and privacy concerns\u2014topics that align with emerging trends in the field. Since my research revolves around influencer advertising, these insights have given me new ideas for integrating current trends into my future projects,\u201d he noted.<\/p>\n

Mokhlisur \u201cNuman\u201d Rahman, a doctoral student pursuing a PhD in advertising, also volunteered at the event and shared that attending the conference was one of his \u201cbest decisions.\u201d<\/p>\n

\u201cAfter participating in the conference, I truly feel I have found my academic community. This is a small conference that I believe fosters a tight-knit community dedicated to advertising research and education. It was an enriching experience for me, both academically and professionally. As a doctoral student, I gained valuable insights into research and teaching. Volunteering at the conference gave me valuable skills and networking opportunities,\u201d he shared.\u00a0<\/p>\n

Some of their assignments included assisting with registration and providing directions to attendees, which allowed them to interact with a diverse group of scholars and gain a behind-the-scenes perspective on conference organization.<\/p>\n

Numerous faculty members and students presented their research during the conference, including:<\/p>\n

\u2013 School of Journalism and Media Professor Erin Whiteside, Tombras School Associate Professor Maria DeMoya, and Haley, who addressed Disability DEI in Advertising: Preparing Future Advertising Professionals to Embrace<\/em> Disability Authentically in Their Work.<\/em><\/p>\n

\u2013<\/em> College of Communication and Information Doctoral Candidate Jie Chen, Associate Professor Matthew Pittman, and Haley, who focused on Congruence Matters? The Impact of Contextual Alignment on Reducing Intrusiveness and Mind Wandering in Advertising<\/em>.<\/p>\n

\u2013 Chen and Haley discussed Disclosure in AI-Generated Advertising: How Source Credibility Affects Consumer Purchase Intention<\/em>.<\/p>\n

\u2013 Pittman and Haley, who presented on Environmental Concern & Green Demarketing: Non-Green Consumers Aren\u2019t Buying I<\/em>t.<\/p>\n

\u2013 Haley, who spoke about \u201cPersonalization vs. Privacy Concerns in Data-Driven Advertising<\/em>.<\/p>\n

\u2013 Assistant Professor Sitan (Stan) Li, who explored Virtual Influencers\u2019 Emotional Voices: Effects of Voice Type and Message Appeal on Consumer Engagement and Brand Choice Behavior<\/em>.<\/p>\n

\u2013 Haley and Pittman, who covered The Impact of Utilitarian Product Reviews on Brand Perceptio<\/em>n\u201d<\/p>\n

The Tombras School is proud to be a major sponsor of AAA, and its faculty and students look forward to the annual event. Next year\u2019s conference will be in Austin, TX, on March 26-29, 2026. You can learn more about AAA here<\/a>.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

The Tombras School of Advertising and Public Relations had a strong presence at the 2025 American Academy of Advertising (AAA) conference, from faculty winning the Best Conference Paper Award to ensuring the event ran smoothly. AAA supports research that is important to the advertising field and creates opportunities for academic and professional members to share […]<\/p>\n","protected":false},"author":284,"featured_media":104595,"comment_status":"close","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[57,44,6,14,54,63,46,3,47,4,43],"tags":[],"class_list":["post-104593","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-access-and-engagement-news","category-events","category-faculty-news","category-featured-story","category-global-programs","category-graduate-student-news","category-impact-stories","category-news","category-student-experience-stories","category-student-news","category-tombras-school-of-advertising-and-public-relations"],"yoast_head":"\nTombras School Well Represented at AAA where Assistant Professor Sitan (Stan) Li Wins Best Conference Paper Award - Tombras School of Advertising & Public Relations<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cci.utk.edu\/blog\/2025\/03\/14\/tombras-school-well-represented-at-aaa-where-assistant-professor-sitan-stan-li-wins-best-conference-paper-award\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tombras School Well Represented at AAA where Assistant Professor Sitan (Stan) Li Wins Best Conference Paper Award - Tombras School of Advertising & Public Relations\" \/>\n<meta property=\"og:description\" content=\"The Tombras School of Advertising and Public Relations had a strong presence at the 2025 American Academy of Advertising (AAA) conference, from faculty winning the Best Conference Paper Award to ensuring the event ran smoothly. 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