ד"ר יניב גוילי

Dr. Yaniv Gvili

מוסד עיקרי

הקריה האקדמית אונו

Ono Academic College

דוא״ל

ygvili at ono.ac.il

Google Scholar URL

https://scholar.google.com/citations?user=Xj5e6aYAAAAJ&hl=en

ORCID ID URL

https://orcid.org/0000-0002-3387-1676

קורות חייםCV

דיסציפלינות ראשיותMain Disciplines

Business Administration

דיסציפלינות משניותSecondary Disciplines

Marketing

תחומי מחקר / מילות מפתחKeywords

Advertising, Advice taking, Agentic Commerce, AI Agents, EWOM, Marketing, Social Commerce, Social media

פרסומים ויצירות עיקריים / עדכנייםMain / Recent Publications

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. .
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.
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.
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.
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. .
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. .
Zellermayer, O., Gvili, Y. & Forkosh-Baruch, A. (2022). “Back to the Educational Future: A Marketing-Oriented Approach to Promote Distributed Learning,” Family Science Review. 26(1), 701-714. .
Tal, A., Gvili, Y. & 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..
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. .
Gvili, Y. & 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. .
Tal, A., Gvili, Y. & 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. .
Rößner, A., Gvili, Y. & Eisend, M. (2021). “Explaining Consumer Responses to Ethnic and Religious Minorities in Advertising: The Case of Israel and Germany,” Journal of Advertising. 50(4), 391-407. .
Levy, S., Gvili, Y., & 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 Research. 16(7), 2608-2632. .
Amar, M., Gvili, Y. & Tal, A. (2021). “Moving towards Healthy: Cuing Food Healthiness and Appeal,” Journal of Social Marketing. 11(1), 44-63.
Zwilling, M., Levy, S., Gvili, Y., & Dostal, P. (2020). “Machine Learning as an Effective Paradigm for Persuasive Message Design,” Quality & Quantity. 54, 1023-1045.
Levy, S., & Gvili, Y. (2020). “Online Shopper Engagement in Price Negotiation: The Roles of Culture, Involvement and eWOM,” International Journal of Advertising. 39(2), 232-257.
Gvili, Y., Kol, O., & 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., Levy, S., & 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. (2018). “Consumer Engagement with eWOM on Social Media: The Role of Social Capital,” Online Information Review. .
Tal, A., Gvili, Y., Amar, M. & 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. & Wansink, B. (2017). “Moving Up in Taste: Enhanced Projected Taste and Freshness of Moving Food Products,” Psychology & Marketing. 34(7), 671-683.
Tal, A., Wansink, B., Gvili, Y., Amar, M., & Hallak, Y. (2016). “Tastes Like Who I Want to Be: Making Foods Tastier by Linking to Desirable Social Image,” Journal of Nutrition Education and Behavior. 48(7), S89-S-90. D
Gvili, Y., & Levy, S., (2016). “Antecedents of Attitudes toward eWOM Communication: Differences across Channels,” Internet Research. 26(5), 1030-1051.
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. DOI:
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.
Poria, Y. & Gvili Y. (2007). “Heritage Site Websites Content: The Need for Versatility,” Journal of Hospitality Marketing & Management (previously known as: Journal of Hospitality & Leisure Marketing). 15(2), 73-93.
Gvili, Y. & Poria Y. (2005). “Online Mass Customization: The Case of Promoting Heritage Tourist Websites,” Anatolia-International Journal of Tourism and Hospitality Research. 16(2), 194-206.

מענקים ופרסים | Grants and Awards

שנת המענק: 2023

Israel Science Foundation (ISF)

Advice Taking vs. Combining Opinions: How Framing Social Information as Advice (vs. Opinion) Influences Decisions

בשיתוף עם Maxim Milyavsky

114,000 $