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Shaping stories that connect: Yakov Bart on the evolution of Super Bowl advertising
This year's Super Bowl ads are more than just entertainment—they're a reflection of evolving consumer values and cutting-edge marketing strategies. Professor Yakov Bart of the D'Amore-McKim School of Business breaks down the trends, from emotional storytelling to the rise of AI.
New research sheds light on how the 2016 and 2020 elections were won, lost — and the ‘critical' role disinformation played
Elections today can generate a lot of noise. The rise of digital media means that, in addition to 24-hour cable news, social media features prominently in campaigns and elections. Using the latest in machine learning modeling, Northeastern researchers sought to cut through all that noise — specifically, as it pertains to the 2016 and 2020…
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Why Marketers Are Spending Less on Social Media
D'Amore-McKim Associate Dean of Research, Koen Pauwels, share expert opinion on the decline in social media spending.
Halloween is coming to stores earlier and earlier. There's a spooky reason why
According to D'Amore-McKim marketing experts, there's a psychological reason you may be buying candy corn in August.
Job applicants perceive AI-powered hiring process as more fair when it is blind to race or gender, new study finds
A behavioral study by D'Amore-McKim Professor Yakov Bart shows that job candidates prefer the AI tools used in the hiring process that are “blind” to such characteristics as race, age or gender.
Is Twitter hanging on by a Thread?
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.
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.
Advertisers don't have to wait for kickoff to score big this Super Bowl Sunday
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.
Twitter, Meta, and TikTok dominated 2022. What will the social media landscape look like in 2023?
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.