Koen Pauwels Professor of Marketing k.pauwels@northeastern.edu 617.373.3260 @romimarketer Expertise consumer behavior, marketing, marketing metrics, social media marketing Koen Pauwels in the Press A chink in the NRA armor? Boycott against gun lobby’s business partners claims wins Koen Pauwels, a marketing professor at Northeastern University who studies online consumer behavior, said the key will be if advocates can sustain the energy as they take on more difficult targets. “They shouldn’t rest on their laurels and say, ‘Hey, we made sure the NRA lost a little bit of money,’ ” he said. “That’s […] Olympian Chloe Kim sends ‘hangry’ tweet. Companies rush in with free food. It is unclear, marketing experts said, just how effective those Facebook and Twitter replies can be in getting customers to buy your products. While a presence on social media can help with brand recognition, it may not lead to a direct rise in sales. “In terms of getting people to switch to your brand, we’ve […] Wallet Hub Cool credit cards: Best terms, designs and trends Many a dissertation has been written on the meaning and impact of “cool” over the years. And to learn more about what, if any, role this powerfully ambiguous term has in the realm of credit cards, we posed the following questions to a panel of professors. Quirk's Media Are you limiting the value of quantitative research? We feel quant is used too narrowly in marketing research, especially in light of today’s fast computers and rich array of statistical methods for analyzing data. Owing to small sample sizes and the high measurement error associated with coding verbatim comments, qualitative research can suggest hypotheses but cannot explore them beyond a certain point. Quantitative methods […] Koen Pauwels for Northeastern Global News Netflix, Disney+ and most streamers are hiking their prices. Will customers stick around? Netflix, Disney+ and most streamers are hiking their prices. Will customers stick around? Due to inflation, streaming services have substantially raised rates, but will customers continue to stay loyal? Racial diversity in TV commercials can backfire if not seen as genuine, new study finds Racial diversity in TV commercials can backfire if not seen as genuine, new study finds TV commercials are seen as more authentic when racial diversity is consistently taken into account, Northeastern researchers report. Northeastern joins forces with Suffolk Construction to build the future of data Northeastern joins forces with Suffolk Construction to build the future of data Northeastern’s D’Amore-McKim School of Business is forming a partnership with Suffolk Construction, a national contracting company, to develop data-based solutions to help businesses succeed. Will fake social media followers derail the booming influencer marketing business? Will fake social media followers derail the booming influencer marketing business? A machine-learning algorithm developed by three Northeastern graduates is giving marketers a way to regain consumer trust. When it comes to social media, consumers trust each other, not big brands When it comes to social media, consumers trust each other, not big brands The precise link between consumers, social media, and shareholder value has gone largely unstudied—until now.
A chink in the NRA armor? Boycott against gun lobby’s business partners claims wins Koen Pauwels, a marketing professor at Northeastern University who studies online consumer behavior, said the key will be if advocates can sustain the energy as they take on more difficult targets. “They shouldn’t rest on their laurels and say, ‘Hey, we made sure the NRA lost a little bit of money,’ ” he said. “That’s […]
Olympian Chloe Kim sends ‘hangry’ tweet. Companies rush in with free food. It is unclear, marketing experts said, just how effective those Facebook and Twitter replies can be in getting customers to buy your products. While a presence on social media can help with brand recognition, it may not lead to a direct rise in sales. “In terms of getting people to switch to your brand, we’ve […]
Wallet Hub Cool credit cards: Best terms, designs and trends Many a dissertation has been written on the meaning and impact of “cool” over the years. And to learn more about what, if any, role this powerfully ambiguous term has in the realm of credit cards, we posed the following questions to a panel of professors.
Quirk's Media Are you limiting the value of quantitative research? We feel quant is used too narrowly in marketing research, especially in light of today’s fast computers and rich array of statistical methods for analyzing data. Owing to small sample sizes and the high measurement error associated with coding verbatim comments, qualitative research can suggest hypotheses but cannot explore them beyond a certain point. Quantitative methods […]