Newcastle University Business School

Staff Profile

Dr Ana Javornik

Lecturer in Marketing

Background

Ana Javornik, PhD, is an Assistant Professor (Lecturer B) in Marketing at Newcastle University Business School. Her research focuses on consumer behaviour and digital marketing. Her specialisation lies in immersive technologies and she has been particularly focused on investigating the use and deployment of augmented reality in commercial contexts. She studies consumer perception of immersive technologies and the effects of such technologies on consumer well-being. She is also interested in the types of interactions that are enabled by immersive technologies. Ana predominantly uses experimental methodology and has had extensive training in structural equation modelling (ICPSR Training in Quantitative Methodology).

 

She completed her PhD at Università della Svizzera italiana in Lugano, Switzerland, where she also obtained her MSc in Corporate Communication with specialisation in Marketing. During her PhD studies she won the Swiss National Science Foundation grant for prospective researchers to spend a year at the UCL Interaction Centre working in the area of human-computer interaction. Following that, she conducted a 6-month industrial secondment in collaboration with the agency Holition, for which she obtained the UCL Enterprise funding. During the secondment, she ran a series of user studies in which she examined consumer perception of augmented reality mirrors.

 

Her work is published in internationally-recognised outlets such as the Journal of Marketing Management, Journal of Retailing and Customer Services, Behavior and Information Technology and Harvard Business Review (online version). She also received awards for her research work, including: Best Paper Award at DIS’ conference - Designing Interactive Systems 2016 and Best Poster Award at AR/VR conference ’19 for the work with her PhD student. She also received recognition for outstanding contribution to reviewing by the Journal of Interactive Marketing in 2018.

 

Ana regularly presents her work at international conferences, such as EMAC, ACR, Academy of Marketing, Interactive Marketing Research Conference and others.  She has also presented her work at world-leading conferences in the human-computer interaction field, such as DIS and ACM CHI.

 

Throughout her academic career, Ana has taught a number of courses and seminars at undergraduate, postgraduate and PhD level. She has led and taught undergraduate courses on Digital marketing and Digital marketing communications and postgraduate courses on Research methods, Dissertation and Digital marketing. She also co-delivered a PhD workshop at UBISS – the Ubiquituous Computing Doctoral Summer School in Finland. Ana has successfully completed HEA training and is a certified HEA fellow.

 

As part of her efforts to develop external engagements, Ana is focused on maintaining and developing strong links with industry. She has years of consultancy experience with London-based innovation studio Holition. She collaborates with Kabaq (New York) and Studio Moderna (Ljubljana) and has developed links with the immersive centre PROTO (Newcastle).  She has also delivered several executive workshops for international companies in the area of consumer experience and digital marketing.

 

Ana is regularly invited to give guest lectures and has given talks at University College London, the University of Edinburgh Business School, Kozminski University and the University of Ljubljana.

 

Ana is currently involved in PhD supervision and is keen to undertake the supervision of PhD students that have interest in the subjects that lie in her areas of expertise. Prospective candidates are welcome to contact her.

 

Twitter account: @AnaJavornik

Google Scholar profile





Research

Ana's research focuses on consumer behaviour and consumer experience with immersive technologies, especially with augmented reality. She investigates how users respond to different formats of augmented reality in various contexts (for instance in retail and on social media) and their effects on perception and behaviour. Some of Ana's research is interdisciplinary, as she also draws on approaches from human-computer interaction. Ana is a Research Associate at University College London Interaction Centre and at digital agency Holition.


Key publications:

Javornik, A., Kostopoulou, E., Rogers, Y., Fatah gen Schieck, A., Koutsolampros, P., Moutinho, A. M., & Julier, S. (2019). An experimental study on the role of augmented reality content type in an outdoor site exploration. Behaviour & Information Technology, 38(1), 9-27. (IF: 1.380)

 

Marder, B., Houghton, D., Erz, A., Harris, L., & Javornik, A. (2019). Smile (y)–and your students will smile with you? the effects of emoticons on impressions, evaluations, and behaviour in staff-to-student communication. Studies in Higher Education (IF 2.854).

 

Javornik, A., & Pizzetti, M. (2017). Mirror Mirror on the Wall, Who Is Real of Them All?-the Role of Augmented Self, Expertise and Personalisation in the Experience With Augmented Reality Mirror. NA – Advances in Consumer Research Vol. 45. (ABS 2*). Presented at ACR 2018, San Diego, USA.

 

Javornik, A., Rogers, Y., Gander, D., & Moutinho, A. (2017, May). MagicFace: Stepping into character through an augmented reality mirror. In Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems (pp. 4838-4849). ACM. (A* CORE ranking –top 4% of ranked conferences in computer and information sciences). Presented at CHI 2017, Denver, USA.

 

Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services30, 252-261. (IF: 2.919)

 

Javornik, A. (2016). ‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications. Journal of Marketing Management32(9-10), 987-1011. (IF: 2.229)

 

Javornik, A. (2016). What marketers need to understand about augmented reality. Harvard Business Review (online version) https://hbr.org/2016/04/what-marketers-need-to-understand-about-augmented-reality

Javornik, A. (2016). The Mainstreaming of Augmented Reality: A Brief History. Harvard Business Review (online version) https://hbr.org/2016/10/the-mainstreaming-of-augmented-reality-a-brief-history


Conference presentation:

Javornik, A., Duffy, K., Nobbs,K., Motala, A., Goldenberg, A., Scholz, J. (2019). Towards a strategic framework for AR experiences in the luxury segment. International Augmented and Virtual Reality Conference. Munich, June 2019.

 

Liu, X., Yannopoulou, N., Javornik, A. (2019). A case study of how brand stories are told through AR and VR. International Augmented and Virtual Reality Conference. Munich, June 2019. Best poster award.  


Javornik, A., Fuduric, M. (2019). Fading Away? The Diminishing Of Conceptual Studies In Digital Marketing A Systematic Review And Directions For Future Research. Interactive Marketing Research Conference in Houston, Texas, March 2019  

 

Javornik, A., & Pizzetti, M. (2017). Mirror Mirror on the Wall, Who Is Real of Them All?-the Role of Augmented Self, Expertise and Personalisation in the Experience With Augmented Reality Mirror. NA – Advances in Consumer Research Vol. 45. Presented at ACR 2018, San Diego, USA.

 

Javornik, A. (2017). “Augmented self” - Impact of augmented reality app on the perception of self and products. EMAC - European Marketing Academy Conference 2017, Groningen, Netherlands.

 

Javornik, A. (2017). Directions for Studying User Experience with Augmented Reality in Public. AR/VR Conference. International AR/VR Conference 2017, Manchester, UK. 

 

Javornik, A., Rogers, Y., Gander, D., & Moutinho, A. (2017, May). MagicFace: Stepping into character through an augmented reality mirror. In Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems (pp. 4838-4849). ACM. (A* CORE ranking –top 4% of ranked conferences in computer and information sciences). Presented at CHI 2017, Denver, USA.

 

Javornik, A., Rogers, Y., Moutinho, A. M., & Freeman, R. (2016). Revealing the Shopper Experience of Using a" Magic Mirror" Augmented Reality Make-Up Application. In Conference on Designing Interactive Systems (Vol. 2016, pp. 871-882). Association for Computing Machinery ACM) (B CORE ranking –  top 26% of ranked conferences in computer and information sciences) Best paper award. Presented at DIS ’16, Brisbane, Australia.

 

Javornik, A. (2015). Wow, I can augment myself?. In Measuring effects of perceived augmentation and interactivity on affective, cognitive and behavioral consumer responses. Presented at 2015 Academy of Marketing Conference Limerick, Ireland.

 

Javornik A. (2015) “Wow, it looks like it’s real! But can you fix it a bit?” Measuring effects of

augmented reality on affective, cognitive and behavioral aspects. EMAC - European Marketing Academy Conference. 2015, Leuven.

 

Javornik, A. (2014, September). Classifications of augmented reality uses in marketing. In Mixed and Augmented Reality-Media, Art, Social Science, Humanities and Design (ISMAR-MASH'D), 2014 IEEE International Symposium on Mixed and Augmented Realities (pp. 67-68). Presented at ISMAR 2014, Munich.           

 

Fuduric, M., Javornik, A., Mandelli, A.  Empirical Bias in Digital Marketing Research. INFORMS – Marketing Science, Istanbul 2013.

 

Javornik, A., & Mandelli, A. (2013). Consumer Experience With Augmented Reality At Brands’ Events. Poster presentation at Association for Consumer Research 2013, Chicago,.

 

Javornik, A., & Mandelli, A. (2012). Research categories in studying customer engagement. Academy of Marketing Conference 2013, Cardiff.

 


Teaching


Module leader for Digital marketing in the MSc International marketing.

 

Also taught and/or led the following courses:

Dissertation (PG)

Research methods (PG)

Digital marketing (UG)

Digital marketing communication (UG)

Core readings in management studies (for marketing) (PhD)

 

Ana has supervised a number of dissertations on UG and PG level.

 

Publications