Yakov Bart
Patrick F. And Helen C. Walsh Research Professor, Marketing
Additional roles
- Thomas E. Moore Faculty Fellow
Stories featuring Yakov
Greenhushing: When Firms Do More Than They Say
Knowledge at Wharton
Mia Zelu isn't real—but her influence is: what AI personas reveal about the future of digital trust
Uncategorized
AI in Action: Bridging tech and strategy in marketing
AI
Shaping stories that connect: Yakov Bart on the evolution of Super Bowl advertising
Faculty
Job applicants perceive AI-powered hiring process as more fair when it is blind to race or gender, new study finds
NGN
Will the phenomenon of Swiftonomics bring extra Super Bowl 2024 revenues?
NGN
Is AI killing the social media star?
NGN Magazine
Taylor Swift's boost to voter registration (and to Travis Kelce) — are there any limits to her celebrity?
Marketing
Netflix, Disney+ and most streamers are hiking their prices. Will customers stick around?
Marketing
‘The brand became the verb.' Why the blue Twitter bird worked—until it didn't
Marketing
Mega Millions surpasses $1 billion again. Why are there so many big jackpots?
Marketing
Will Snapchat's creator program win over influencers in the ever-changing social media landscape?
Uncategorized
Netflix users say the streamer's crackdown on password sharing is bad for consumers. But is it also bad for Netflix?
Uncategorized
There are many ways to increase your payout in a $1.35 billion Mega Millions lottery, Northeastern professor says
Uncategorized
Twitter, Meta, and TikTok dominated 2022. What will the social media landscape look like in 2023?
Marketing
Northeastern algorithm aided nursing homes during COVID-19 pandemic
Faculty
Why is Mark Zuckerberg's metaverse failing?
Marketing
To charge or not to charge? Can Elon Musk right ship at Twitter by tapping into user's pockets?
Marketing
Ye's antisemitic comments are recent but the sentiment behind them goes back millenia
Faculty
A woman's Facebook messages were used in an abortion case. Here's why that's not suprising
Thought Leadership
How TikTok made reading fun again
Thought Leadership
Netflix is cracking down on password-sharing. Will it work?
Faculty
Meet the most unlikely beer maker in North America
Analytics
Luxury spending during the pandemic
Thought Leadership
What makes Wordle so G-R-E-A-T?
Marketing
BuzzFeed went public. It's about time.
Marketing
Spotify Wrapped: Data-sharing feels so right
Analytics
Should you sell your palm print to Amazon?
Faculty
Victoria's Secret inclusive rebranding faces body-image backlash
Marketing
Why do we keep watching the same shows?
Faculty
What should the average investor do in the volatile market caused by COVID-19? (Spoiler: Wait it out.)
Faculty
Could the ‘Grace in Boston' Peloton ad have been designed to be controversial?
Faculty
DATA Initiative team hosts successful inaugural Forum
Marketing
Here's the most common mistake many new investors make, and how to avoid it
Finance
What made Bird Box so Popular?
Analytics
From building on bones to building on blockchains: D'Amore-McKim students experience Russia
Innovation
Bart named a Poets&Quants for Undergraduates top 40 professor
Marketing
Toast & Post: the business of ‘unicorn food'
Marketing
Customer engagement in a big data world
Marketing
Yakov Bart – customer engagement in a big data world
Marketing
Brand identity, Trump boycotts, and social media backlash
Marketing
3Qs: The cat and mouse game of blocking digital ads
Uncategorized
Spillover effects in seeded word-of-mouth marketing campaigns
Marketing