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Koen Pauwels All Experts

Professor of Marketing

Expertise
  • consumer behavior
  • marketing
  • marketing metrics
  • social media marketing
Contact
k.pauwels@northeastern.edu
617.373.3260
@romimarketer

Koen Pauwels In the Media

  • Boston Globe

    A chink in the NRA armor? Boycott against gun lobby’s business partners claims wins

  • The Washington Post

    Olympian Chloe Kim sends ‘hangry’ tweet. Companies rush in with free food.

  • Wallet Hub

    Cool credit cards: Best terms, designs and trends

  • Quirk's Media

    Are you limiting the value of quantitative research?

Koen Pauwels for Northeastern

  • Members of the Northeastern community prepare to tour the Interdisciplinary Science and Engineering Complex. Photo by Adam Glanzman/Northeastern University

    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.

    • by Laura Castañón   November 20, 2018
  • Graphic by Greg Grinnell/Northeastern University

    Will fake social media followers derail the booming influencer marketing business?


    Celebrities, social media stars, and other online personalities have taken a hit to their credibility in recent months, as millions of their followers have been exposed as fake or bought. But a machine-learning algorithm developed by three Northeastern graduates is giving marketers a way to regain consumer trust and keep their advertising real.

    • by Christine Regan Davi - contributor   August 22, 2018
  • “Consumers look to their peers before making purchasing decisions, which is why earned social media is so valuable,” said marketing professor Koen Pauwels. Photo by Adam Glanzman/Northeastern University

    When it comes to social media, consumers trust each other, not big brands


    It’s well known that the vast majority of America’s largest corporations use social media platforms to boost their brands, especially Twitter, Facebook, and YouTube.

    • by Jason Kornwitz   September 18, 2017

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