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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.

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.

Black Friday and Cyber Monday online sales set new records this year—even against the backdrop of continued economic uncertainty driven largely by prolonged high inflation.

Facebook parent company Meta's value has been tanking due to its investment in the virtual Metaverse. Experts at Northeastern say it's failing to take flight because it is outdated, misguided and out of touch with the rest of Big Tech.

Since Elon Musk purchased Twitter for $44 billion on Oct. 27, speculation about how the short-form text-based platform will change has run wild.
Will Musk work to curb hate speech and misinformation on the platform? Will he charge users a subscription fee? Will there be layoffs? And, perhaps most saliently, will Twitter survive the change-of-hands against the backdrop of years of unprofitability?

They may seem like strange bedfellows, but TikTok — thanks to the power of #BookTok — is helping books get in vogue for Generation Z.

With multiple social media platforms and millions of people flocking online every day, it's no surprise so many people want to become digital content creators—or even better: influencers.