Maria Voutsa
Dr. Maria Voutsa is a Lecturer in the Department of Communication and Marketing at the Cyprus University of Technology. She holds a B.Sc. in Mathematics, an M.Sc. in Informatics and Management, and a Ph.D. in Advertising and Consumer Behavior (Aristotle University of Thessaloniki, Greece). Her research interests lie in Advertising, Consumer Behavior, and Social Media Marketing, with a particular focus on the social impact of advertising, measuring advertising effectiveness, and integrated marketing communication in digital environments.
Dr. Voutsa also coordinates the Advertising Education & Research (AD.CUT) student team, which bridges academic research with industry practice. Her work has been published in peer-reviewed journals, including the Journal of Consumer Behavior, the Journal of Marketing Communications, and the International Journal of Internet Marketing and Advertising, among others. She also serves as a reviewer for international journals such as the International Journal of Advertising and the Journal of Consumer Behaviour, as well as various international conferences.
Qualification | Year | Awarding Institution | Department | Thesis title (Optional Entry) |
PhD | 2021 | Aristotle University of Thessaloniki | Economics | Disparaging Humorous Advertising on attitude towards the brand: the moderating role of gelotophobia, gelotophilia and katagelasticism. [co-financed -via a programme of State Scholarships Foundation (IKY) - MIS 5000432.] |
MSc | 2016 | Aristotle University of Thessaloniki | Economics & Informatics | Gelotophilia, Katagelasticism and Character Identification as Moderators in the Relationship between Disparagement Humor and Attitudes toward the Ad and Brand |
BSc | 2014 | Aristotle University of Thessaloniki | Mathematics | Predicting shares using neural networks |
Period of employment | Employer | Location | Position | |
From | To | |||
2021 | - | Cyprus University of Technology | Limassol, Cyprus | Special Teaching |
Ref. Number | Year | Title | Other authors | Journal and Publisher / | Vol. | Pages |
1 | 2024 | Disparaging humorous advertising: A bibliometric review | - | Journal of Marketing Communications |
| 1-25 |
2 | 2022 | Face reading the emotions of gelotophobes toward disparaging humorous advertising | Leonidas Hatzithomas; Eirini Tsichla; Christina Boutsouki; | The European Journal of Humour Research | 10 | 88-112 |
3 | 2021 | A superiority–inferiority hypothesis on disparagement humor: The role of disposition toward ridicule | Leonidas Hatzithomas; Christina Boutsouki; Yorgos Zotos | Journal of Consumer Behaviour | 20 | 923-941 |
4 | 2020 | Examining consumer responses to YouTube ads through facial expressions and self-reports: The role of gender identity and emotional appeal | Eirini Tsichla; Leonidas Hatzithomas; Kostoula Margariti | International Journal of Internet Marketing and Advertising | 15 | 368-393 |
5 | 2020 | Service quality, visitor satisfaction and future behavior in the Museum sector | Vasiliki Daskalaki; Leonidas Hatzithomas; Christina Boutsouki
| Journal of Tourism, Heritage and Services Marketing | 6 | 3-8 |
6 | 2025 | How Emotional Storytelling in Social Media Content Influences Advertising Effectiveness | Anna Zarkada | In book: Advances in Advertising Research Series Publisher: Springer | VI | forthcoming |
7 | 2020 | Half a Century of Super Bowl Commercials: A Content Analysis of Humorous Advertising Styles | Artemis Timamopoulou; Leonidas Hatzithomas; Christina Boutsouki | In book: Advances in Advertising Research Series Publisher: Springer | XI | 137-151 |
8 | 2020 | Gender Responses to Emotional Appeals in Advertising: Comparing Self-Reports and Facial Expressions | Eirini Tsichla; Leonidas Hatzithomas; Kostoula Margariti | In book: Advances in Advertising Research Series Publisher: Springer | XI | 241-254 |
9 | 2018 | Superiority Theory and Disparagement Humor: The Role of Gelotophobia, Gelotophilia, and Katagelasticism | Leonidas Hatzithomas; Christina Boutsouki | In book: Advances in Advertising Research Series Publisher: Springer | IX | 191-204 |
10 | 2018 | Sexual Humorous Appeals in Advertising: A Moderated Mediation Approach | Maria Armyrioti; Leonidas Hatzithomas; Christina Boutsouki | European Marketing Academy Conference (EMAC) |
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Ref. Number | Date | Title | Funded by | Project Role* |
1 | 2017 | “Gender Responses to Emotional Appeals in Advertising: The role of gender and social desirability” | co-financed by Greece and the European Union (European Social Fund) through the Operational Programme “Human Resources Development, Education and Lifelong Learning” (Partnership Agreement 2014-2020) | Research team member |
- XDM 523: Data Analysis and AI in Marketing
- IMC 402: Internship
- IMC 423: Measuring Advertising Effectiveness
- IMC 425: Advertising Content Creation
- IMC 444: Digital Marketing
