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Dr. Yaniv Gvili

Senior Lecturer in Marketing, Faculty of Business Administration

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About

Yaniv Gvili is a Senior Lecturer in Marketing at the Faculty of Business Administration at Ono Academic College. His research focuses on electronic word of mouth (eWOM), consumer engagement, advice taking, and decision making, with recent work examining consumers’ interactions with AI agents and AI-generated product recommendations.

Yaniv’s research examines how consumers process, share, and act on information in interpersonal and technology-mediated environments, with particular emphasis on social influence, trust, consumer autonomy, and digital communication. His work has been published in leading journals across marketing, advertising, and behavioral decision making, including Organizational Behavior and Human Decision Processes, Journal of Advertising, Journal of Business Research, Psychology & Marketing, and International Journal of Advertising. He is also an Associate Editor of Internet Research, serves on the Editorial Review Board of the International Journal of Advertising, and serves as Academic Co-Director of Ono Academic College’s Consumer Behavioral Lab. His research has received competitive funding from the Israel Science Foundation.

Yaniv holds a Ph.D. in Business Administration from Temple University.

Education

Ph.D.

Business Administration, School of Business, Temple University (2003).

M.B.A.

Marketing, School of Business, Bar Ilan University (1998).

B.Sc.

Industrial Engineering and Management, Ben-Gurion University (1994).

Teaching Areas

marketing, statisitics

Research interests

electronic word of mouth (eWOM), consumer engagement, advice taking, and decision making

Selected Publications

Tal, A., Gvili, Y. and Amar, M. (2022). "To Protect and Support: Why Would Consumers Find Foods Tastier if These Foods Help Support A Desired Self‐Identity," Psychology & Marketing. 39(4), 701-714. DOI: https://doi.org/10.1002/mar.21614
Amar, M., Gvili, Y. and Tal, A. (2021). "Moving towards Healthy: Cuing Food Healthiness and Appeal," Journal of Social Marketing. 11(1), 44-63. DOI: https://doi.org/10.1108/JSOCM-03-2019-0038.
Tal, A., Gvili, Y. and Amar, M. (2021). "Visual Size Matters: The Effect of Product Depiction Size on Calorie Estimates," International Journal of Environmental Research and Public Health. 18(23), 12392. DOI: https://doi.org/10.3390/ijerph182312392.
Gvili, Y. and Levy S. (2021). "Consumer engagement in sharing brand-related information on social commerce: the roles of culture and experience," Journal of Marketing Communications. 27(1), 53-68. DOI: https://doi.org/10.1080/13527266.2019.1633552.
Levy, S., Gvili, Y., and Hino, H. (2021). "Engagement of Ethnic-Minority Consumers with Electronic Word of Mouth (eWOM) on Social Media: The Pivotal Role of Intercultural Factors," Journal of Theoretical and Applied Electronic Commerce Reseach. 16(7), 2608-2632. DOI: https://doi.org/10.3390/jtaer16070144.
Levy, S., and Gvili, Y. (2020). “Online shopper engagement in price negotiation: the roles of culture, involvement and eWOM,” International Journal of Advertising. 39(2), 232-257. DOI: https://doi.org/10.1080/02650487.2019.1612621.
Zwilling, M., Levy, S., Gvili, Y., and Dostal, P. (2020). “Machine learning as an effective paradigm for persuasive message design,” Quality & Quantity. 54, 1023-1045.
Gvili, Y., Kol, O., and Levy, S. (2020). “The value(s) of information on social network sites: The role of user personality traits,” European Review of Applied Psychology. 70(2), 1-12,
Gvili, Y., and Levy, S. (Forthcoming). “Consumer Engagement with eWOM on Social Media: The Role of Social Capital,” Online Information Review.
Rößner, A., Gvili, Y. and Eisend, M. (Forthcoming). "Explaining Consumer Responses to Ethnic and Religious Minorities in Advertising: The Case of Israel and Germany," Journal of Advertising. 11(1), 44-63. DOI: https://doi.org/10.1080/00913367.2021.1939201.
Gvili, Y., Levy, S., and Zwilling, M. (2018). “The Sweet Smell of Advertising: The Essence of Matching Scents with Other Ad Cues,” International Journal of Advertising. 37(4), 568-590
Gvili, Y., Levy, S., and Zwilling, M. (2018). “The Sweet Smell of Advertising: The Essence of Matching Scents with Other Ad Cues,” International Journal of Advertising. 37(4), 568-590.
Gvili, Y., and Levy, S. (2018). “Consumer Engagement with eWOM on Social Media: The Role of Social Capital,” Online Information Review.
Tal, A., Gvili, Y., Amar, M. and Wansink, B. (2017). "Can Political Cookies Leave a Bad Taste in One’s Mouth? Political Ideology Influences Taste," European Journal of Marketing.
Gvili, Y., Tal, A., Amar, M. and Wansink, B. (2017). "Moving Up In Taste: Enhanced Projected Taste and Freshness of Moving Food Products," Psychology & Marketing. 34(7), 671-683.
Gvili, Y., Levy, S., (2016). “Antecedents of Attitudes toward eWOM Communication: Differences across Channels,” Internet Research. 26(5), 1030-1051.
Gvili, Y., Tal, A., Amar M., Hallak, Y., Wansink B., Giblin, M., Bommelaer, C. (2015). “Fresh from the tree: Implied motion improves food evaluation,” Food Quality and Preference. 46, 160-165
Levy, S., Gvili, Y. (2015). “How Credible is E-Word of Mouth Across Digital-Marketing Channels? The Roles of Social Capital, Information Richness, and Interactivity,” Journal of Advertising Research. 55(1), 95-109
Poria, Y. and Gvili Y. (2007). "Heritage Site Websites Content: The Need for Versatility," Journal of Hospitality & Leisure Marketing (Currently known as: Journal of Hospitality Marketing & Management). 15(2), 73-93.
Gvili, Y. and Poria Y. (2005). "Online Mass Customization: The Case of Promoting Heritage Tourist Websites," Anatolia. 16(2), 194-206
Roth-Cohen, O., & Gvili, Y. (2026). “Diversity, Equity, and Inclusion (DEI) in the Advertising Industry: Attitudes and Behaviors,” International Journal of Advertising. 45(3), 585-619.
Gvili, Y., & Levy, H. (2025). “Vive la Résistance: A Boomerang Effect of Resisting Incentivized eWOM on Consumer Trust,” International Journal of Advertising. 44(1), 24-46. DOI:
Levy, S., Gvili, Y., & Hino, H. (2025). “The Effects of Social Capital on Cross-Cultural eWOM Communication in Minority-Mainstream Consumer Interactions on Social Media,” International Journal of Emerging Markets. 20(7), 3122–3144. DOI:
Levy S. & Gvili, Y. (2024). “Self as Source: The Interplay of Sharing eWOM with Consumer Engagement and Incentive Acceptance,” Journal of Retailing and Consumer Services. 80, 103926. DOI:
Milyavsky, M. & Gvili, Y. (2024). “Advice Taking vs. Combining Opinions: Framing Social Information as Advice Increases Source’s Perceived Helping Intentions, Trust, and Influence,” Organizational Behavior and Human Decision Processes. 183, 104328. DOI:
Gvili, Y. & Levy S. (2023). “I Share, Therefore I Trust: A Moderated Mediation Model of the Influence of eWOM Engagement on Social Commerce,” Journal of Business Research. 166, 114131. DOI:
Tal, A., Gvili, Y. & Amar, M. (2022). “The Influence of Companies’ Moral Associations on the Product Consumption Experience: The Role of Moral Disgust,” Psychology & Marketing. 39(5), 1871-1887. DOI: