Koen Pauwels

Koen Pauwels, a professor of marketing at Northeastern University, said this wide target is also its weakness, and it is “very unlikely” that boycotters will succeed in causing companies to notice and stop running ICE ads.

For a boycott to be successful, a targeted company needs to notice the boycott’s reputational and financial damage, said Koen Pauwels, a professor of marketing at Northeastern University.

“Obviously, figuring out the duration or intensity of a recession is not an exact science,” says Koen Pauwels, associate dean and distinguished professor of marketing at D’Amore-McKim School of Business at Northeastern University.

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 […]

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 […]