Over the course of the project, I have made substantial progress across all three aims, supported by a strong team of PhD students, postdoctoral researchers, and research assistants. Together we advanced ongoing projects, initiated new research streams, and brought several studies to completion and publication. The project has now reached a mature stage, with most initiatives either published, accepted, or under advanced review at leading journals.
Aim 1 (Online Engagement in Different Contexts):
We conducted multiple studies exploring engagement in diverse digital settings.
• Mobile context: Research on user engagement with videos and conversion formed the basis of a PhD dissertation and is now in the final stages of journal submission, with a related industry collaboration underway.
• Crowdfunding: Our work on entrepreneur–funder engagement was published in MIS Quarterly, with a follow-up article for managerial audiences. This line of research supported a postdoctoral fellow who has since secured a tenure-track position.
• Generative AI: We completed and submitted a paper on AI-mediated advice seeking, presented it at top conferences and workshops, and received wide media coverage. A related project on human–AI interaction with ChatGPT is ongoing. ,
• In addition, the project previously reported as preliminary results was accepted at Marketing Letters and featured in INSEAD Knowledge.
Aim 2 (Mechanisms of Engagement):
We advanced research on how users perceive AI-based tools on digital platforms. This project was presented at major conferences and is under review at a leading marketing journal. It also serves as the foundation for an upcoming PhD dissertation.
Aim 3 (Trust and Disclosure):
Our research progressed from preliminary findings to a full publication in MIS Quarterly, demonstrating how social cues and trust cues jointly shape willingness to disclose private information online. This project supported two postdoctoral researchers, one of whom was a co-author.
Dissemination and Exploitation:
The results have been actively disseminated through top-tier journal publications, conference presentations, invited talks, and media coverage. Findings have been shared with both academic and practitioner audiences, ensuring impact beyond academia. Collaborations with industry partners (e.g. mobile app developers) enhance the practical exploitation of results, while international collaborations with leading scholars expand the project’s global reach.
Overall progress:
The project delivered on its proposed aims, significantly advancing knowledge on online engagement, mechanisms of interaction, and trust in digital platforms. Despite challenges posed by COVID-19 and later the war in Israel, the team maintained strong dissemination and collaboration activities. Many of the researchers trained through this project have transitioned into successful academic careers, further demonstrating its long-term impact.
