Shintaro Okazaki


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    Personal profile

    Biographical details

    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 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 ResearchJournal of Public Policy & MarketingInternational 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.

    Research interests

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

    Expertise related to UN Sustainable Development Goals

    In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

    • SDG 3 - Good Health and Well-being
    • SDG 8 - Decent Work and Economic Growth
    • SDG 10 - Reduced Inequalities
    • SDG 12 - Responsible Consumption and Production
    • SDG 13 - Climate Action
    • SDG 16 - Peace, Justice and Strong Institutions


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