Companies are cashing in on virtual influencers. Not only does AI image generation bring down costs, it allows companies to have stronger control over messaging, Northeastern experts say.
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Taylor Swift's boost to voter registration (and to Travis Kelce) — are there any limits to her celebrity?
This summer saw the rise of Swiftonomics, and this fall is seeing her conquer the NFL and voter registration. Yakov Bart says her reach now “extends to all domains of life.”
D'Amore-McKim experts say that streamflation is here to stay. Viewers should expect more ad-supported tiers as streamers adopt the traditional TV model they sought to upset.
Yakov Bart, Associate Professor of Marketing and Amy Pei, Assistant Professor of Marketing, offer different perspectives on the social media platform's rebrand.
“We are kind of getting used to seeing jackpots go above $1 billion,” says Yakov Bart, associate professor of marketing. With more people buying tickets, the odds of winning just keep falling.
Every social media marketer woke up on Wednesday, July 5th, with the same thought: should I stay or should I go?
This is a classic case of the false dilemma fallacy. You don't have to leave Twitter and you don't have to create a new Threads strategy – just yet.
D'Amore-McKim Professor's Koen Pauwels and Yakov Bart measured the effect of racially diverse TV ads on consumer purchase intentions.
It's just another marketing scheme. ‘De-influencers' tell you what to buy by telling you what not to buy
The newest trend on social media platforms is de-influencing—influencers urging followers to think twice about impulse-purchasing certain cult-favorite products, often in favor of cheaper alternatives. However, experts warn that this fad—which may seem rose-colored by its messaging—is just another marketing scheme.
Over the years, America's most prominent live sporting event has become an integral part of society. . As a result, airtime for Super Bowl Sunday has become highly coveted, incentivizing advertisers to shell out an average of $7 million for a 30-second spot. We sat down with Associate Professor of Marketing Bruce Clark to understand the advertising world in one of its finest forms.
More than most years, 2022 saw the social media landscape shifting in major ways. Northeastern experts say 2023 is primed for even more seismic changes.