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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 Experts at Northeastern say it's failing to take flight because it is outdated, misguided and out of touch with the rest of Big Tech.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.

Let's not make things worse. As a summary, organizations and marketers love to talk about the benefits of our products and the customers who benefit from our products. But there are always consequences to products. Sometimes they are substantial, and sometimes they affect some groups more than others.

“Our research found that 79% of those who currently use someone else's password would not get their own subscriptions if Netflix outright banned account-sharing,” says Ben Treanor, whose company surveyed so-called “streaming swindlers.” And Netflix will have a fine line to walk if it introduces ads, says Yakov Bart, a marketing expert at Northeastern.

An Adidas ad for its new line of sports bras, featuring a photo grid of topless women, made a splash online recently, prompting a mix of praise and criticism. But it may not be so black-and-white. Northeastern experts in body image and marketing weigh the pros and cons.

Rebrands are rare, says Paul Fombelle, who worked at one of the world's biggest advertising agencies before teaching marketing at Northeastern. For the franchise most recently known as the Washington Football Team, a new name and logo won't matter as much as the play on the field, he says.