Publications in peer-reviewed journals

1. Voutsa, M. C. (2024). Disparaging humorous advertising: A bibliometric review. Journal of Marketing Communications, 1-25.
2. Voutsa, M. C., Hatzithomas, L., Tsichla, E., & Boutsouki, C. (2022). Face reading the emotions of gelotophobes toward disparaging humorous advertising. The European Journal of Humour Research, 10(3), 88-112.
3. Hatzithomas, L., Voutsa, M. C., Boutsouki, C., & Zotos, Y. (2021). A superiority–inferiority hypothesis on disparagement humor: The role of disposition toward ridicule. Journal of Consumer Behaviour, 20(4), 923-941.
4. Voutsa, M. C., Tsichla, E., Hatzithomas, L., & Margariti, K. (2021). Examining consumer responses to YouTube ads through facial expressions and self-reports: the role of gender identity and emotional appeals. International Journal of Internet Marketing and Advertising, 15(4), 368-393.
5. Daskalaki, V., Voutsa M. C., Boutsouki C. & Hatzithomas L. (2020). “Service quality, visitor satisfaction and future behavior in the Museum sector”, Journal of Tourism, Heritage and Services Marketing, 6(1), 3-8.

Chapters in books (Referred - Evaluated)

1. Zarkada, A. K. & Voutsa, M. C. (2025). How Emotional Storytelling in Social Media Content Influences Advertising Effectiveness. In Advances in Advertising Research (Vol. XV) Moving forward, looking back: advertising in the advent of AI (forthcoming). Wiesbaden: Springer Fachmedien Wiesbaden.

2. Melanthiou, Y. & Voutsa, M. C. (2025). Luxury Fashion and Sustainability: Digital Narratives, Greenwashing, and Consumer Engagement. In Luxury Brands Evaluation (forthcoming). Wiesbaden: Springer Fachmedien Wiesbaden.

3. Timamopoulou, A., Hatzithomas, L., Boutsouki, C., & Voutsa, M. C. (2021). Half a century of super bowl commercials: A content analysis of humorous advertising styles. In Advances in Advertising Research (Vol. XI) (pp. 137-150). Springer Gabler, Wiesbaden.
4. Tsichla, E., Voutsa, M. C., Margariti, K., & Hatzithomas, L. (2021). Gender Responses to Emotional Appeals in Advertising: Comparing Self-Reports and Facial Expressions. In Advances in Advertising Research (Vol. XI) (pp. 241-253). Springer Gabler, Wiesbaden.
5. Voutsa, M. C., Hatzithomas, L., & Boutsouki, C. (2018). Superiority Theory and Disparagement Humor: The Role of Gelotophobia, Gelotophilia, and Katagelasticism. In Advances in Advertising Research IX (pp. 191-204). Springer Gabler, Wiesbaden.

Conference Papers (Referred - Evaluated)

1. Zarkada, A. K. & Voutsa, M. C. (2024). How Emotional Storytelling in Social Media Content Influences Advertising Effectiveness. In 22nd International Conference on Research in Advertising (ICORIA) 2024.

2. Mouratidis, A., Hatzithomas, L., Voutsa, M. C., Boutsouki, C., & Panopoulos, A. (2024). Chatbots and purchase intention: The power of emojis and brand coolness. In 22nd International Conference on Research in Advertising (ICORIA) 2024.

3. Voutsa, M. C., & Melanthiou, Y. (2024). Real Talk or Posed Shots? Unpacking Gen Zs Reaction to Candid vs. Non-Candid Brand Posts on BeReal. In 22nd International Conference on Research in Advertising (ICORIA) 2024.

4. Theodosiou, Z., Voutsa, M. C., Constantinou, C., & Lanitis, A. (2023, September). Safe vs Unsafe Crosswalks: Assessing the Factors Related to Pedestrian Safety. In 2023 18th International Workshop on Semantic and Social Media Adaptation & Personalization (SMAP) 18th International Workshop on Semantic and Social Media Adaptation & Personalization (SMAP 2023) (pp. 1-6). IEEE

5. LGBT Portrayals in Advertising. Sexual conservatism and the effectiveness of ads depicting straight or trans characters.”, 2023, 21st International Conference on Research in Advertising, 2021, 29 June-1 July, Bordeaux, France (S. Leonidou, M.C. Voutsa)
    
6. “Gen Zs are real: Self-brand connection as mediator in the relationship between BeReal usage and brand selfies.”, 11th International Conference on Contemporary Marketing Issues, 2023, 12-14 July, Corfu, Greece (E. Kakoulli, M.C. Voutsa).
    
7. “LGBT in Advertising. How audience’s sexual conservatism influences the attitude towards the ads depicting LGBT characters.”, 11th International Conference on Contemporary Marketing Issues, 2023, 12-14 July, Corfu, Greece (S. Leonidou, M.C. Voutsa).
    
8. “The duplicitous effects of COVID-19 perception on behavioural tendencies towards fashion brands on Instagram in a sub-Saharan African context”, 10th International Conference on Contemporary Marketing Issues, 2022, 8-10 July, Naxos, Greece (A.B. Mahmoud, M.C. Voutsa, K. Solakis, N. Grigoriou).
    
9. “Deciphering the facial expressions of gelotophobes in disparaging humorous advertisements”, 2021, International Conference on Research in Advertising (ICORIA), 24-26 June, Bordeau, France, (M. C. Voutsa, L. Hatzithomas, E. Tsichla, C. Boutsouki).
    
10. “Flashback in humorous advertising styles: a content analysis of Super Bowl advertising over the course of 45 years”, 2019, International Conference on Research in Advertising (ICORIA), 22-27 June, Krems, Austria, (A. Timamopoulou, L. Hatzithomas, C. Boutsouki, M. C. Voutsa).
     
11. “Gender Responses to Emotional Appeals in Advertising: Comparing Self-Reported Measures and Facial Expressions”, 2019, International Conference on Research in Advertising (ICORIA), 22-27 June, Krems, Austria, (E. Tsichla, M. C. Voutsa, K. Margariti, L. Hatzithomas).
     
12. “Gelotophobes, gelotophiles, katagelasticists and their media preferences: A new market’s psychographic variable”, 2019, International Conference on Contemporary Marketing Issues (ICCMI), July 14, Crete, Greece (M. C. Voutsa, C. Boutsouki, L. Hatzithomas, E. Tsichla).
     
13. “Physiological versus Self-report Measures in Emotional Advertising: A Research Agenda”, 2019, International Conference on Contemporary Marketing Issues (ICCMI), July 14, Crete, Greece (K. Margariti, E. Tsichla, L. Hatzithomas, M. C. Voutsa).
     
14. “Elicited emotions by disparaging humorous ads: The moderating role of gelotophobia, gelotophilia, and katagelasticism”, 2019, International Symposium on Consumer Personality in Contemporary Contexts (ISCP), September 13-14, Thessaloniki, Greece (M. C. Voutsa, C. Boutsouki, L. Hatzithomas, E. Tsichla).
     
15. “Is this a joke? Disparaging humorous advertising effectiveness through the advertising characters gender”, 2018, International Conference on Research in Advertising (ICORIA), 22-26 June, Valencia, Spain, (M. C. Voutsa, L. Hatzithomas, C. Boutsouki).
     
16. “Sexual Humorous Appeals in Advertising: A Moderated Mediation Approach”, 2018, European Marketing Academy Conference (EMAC), 29 May-2 June, Glasgow, UK, (M. Armyrioti, M. C. Voutsa, L. Hatzithomas, C. Boutsouki).
     
17. “Looking into service quality, visitor’s satisfaction and future behavior: the case of the archaeological and the Science & Technology Museums in Thessaloniki”, 2018, International Conference on Contemporary Marketing Issues (ICCMI), June 15, Athens, Greece (V. Daskalaki, M. C. Voutsa, C. Boutsouki, L. Hatzithomas)
     
18. “Superiority Theory and Disparagement Humor: the role of gelotophobia, gelotophilia and katagelasticism”, 2017, International Conference on Research in Advertising (ICORIA), June 29th to July 2nd Ghent, Belgium, (M. C. Voutsa, L. Hatzithomas, C. Boutsouki).
     
19. “How funny is it? Gelotophilia, Katagelasticism and Disparagement Humor”, 2016, International Conference on Research in Advertising (ICORIA), June 30th to July 2nd Ljubljana, Slovenia (M. C. Voutsa, L. Hatzithomas, C. Boutsouki, Y. Zotos).

• XDM 523: Data Analysis and AI in Marketing
• IMC 402: Internship
• IMC 423: Measuring Advertising Effectiveness
• IMC 425: Advertising Content Creation
• IMC 444: Digital Marketing

• IMC 204: Web Analytics
• CIS 306: Web & Social Media Research
• CIS 473: Collective Intelligence