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.

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.

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. 

Netflix announced that it's bringing its new anti-password sharing measures to four more countries––Canada, New Zealand, Portugal and Spain––after testing the waters in Central and South America last year. This all comes as the streaming company looks to roll them out more broadly in the coming months.

New research published by Bart and his collaborators, Paul Parker (University of Kansas) and Paulo Albuquerque (INSEAD), shows that how and when people choose to play the lottery can produce radically different results––and that those play patterns are different for low- and high-income people.

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.

It turns out that a digital platform assembled by a Northeastern research group on short notice amid the COVID-19 pandemic substantially helped lessen a Massachusetts crisis in healthcare staffing.