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Professor Shintaro Okazaki is Chair in Marketing at King’s Business School. He obtained his PhD. from the Autonomous University of Madrid, Spain. Shintaro has authored over 100 articles and book chapters on advertising and marketing over his career. He also has more than 20 years industry experience, including a managerial position at a multinational corporation in Tokyo.

Shintaro's research interests cover a diverse range of topics:

  • marketing communications (advertising, branded entertainment, cross-cultural advertising, emotions in advertising, media multi-tasking, product placement)

  • digital marketing (artificial intelligence, mobile marketing, social media marketing, digital corporate social responsibility)

  • social issues in marketing (diversity, LGBTQ inclusion, disaster resilience, media addiction, political ideology, sustainability)

  • international marketing (deglobalisation, ethnocentrism, global brand positioning, marketing standardisation)

  • tourism (greenhushing, peer-to-peer accommodation, conspicuous consumption, unique/memorable experience, sustainable tourism).

Further information about his research can be found on Google Scholar.

Shintaro is the former Editor-in-Chief of Journal of Advertising (2014-2019) and Past-President of the European Advertising Academy. He also holds editorial review board positions for the Journal of Advertising Research, Journal of Public Policy & Marketing, International Marketing Review, and Internet Research, among others.

Shintaro has been serving as grant panellist to review grant applications in more than 20 international research organisations. He has been involved in the organising committees as Chair or Co-Chair in more than 30 academic conferences around the world, including the International Conference on Intelligence Science and Advertising Development in Shanghai, China.

Shintaro is the Research Lead of the Marketing research group at King's Business School. 

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