‘The brand became the verb.' Why the blue Twitter bird worked—until it didn't
Yakov Bart, Associate Professor of Marketing and Amy Pei, Assistant Professor of Marketing, offer different perspectives on the social media platform's rebrand.
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Mega Millions surpasses $1 billion again. Why are there so many big jackpots?
“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.
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.
Using data about Shark Tank, study finds women are less likely to get funding when pitching innovative ideas to investors
The “Gender Liability of Venture Novelty,” co-authored by Northeastern professor Zhenyu Liao, published these key findings in the Academy of Management Journal.
A Generative AI Teaching Exercise for Marketing Classes
The buzz around all things generative AI has hit academia like a sledgehammer. From concerns about academic integrity to how using an “assistant” might affect student learning, professors everywhere are talking about it.
Liberal-leaning businesses left Russia faster than conservative-leaning ones, Northeastern research finds
Dau and Thams' research found that U.S. firms led by liberal-leaning CEOs were more likely to exit Russia at the onset of the 2022 Ukraine-Russia military conflict than those run by conservative CEOs.
Racial diversity in TV commercials can backfire if not seen as genuine, new study finds
D'Amore-McKim Professor's Koen Pauwels and Yakov Bart measured the effect of racially diverse TV ads on consumer purchase intentions.
Will Snapchat's creator program win over influencers in the ever-changing social media landscape?
Faced with a declining stock price and slow user growth, Snapchat is pivoting away from connecting friends in favor of discovery tools aimed at helping content creators.
Succession is a nightmare–and so is ‘Succession.' Why HBO's hit show is frighteningly accurate
Even at its most over-the-top moments, the show Succession is a shockingly accurate portrayal of what succession can do to a family business.
Why is Mark Zuckerberg's metaverse failing?
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.