Yakov Bart Associate Professor of Marketing and Joseph G. Riesman Research Professor y.bart@northeastern.edu 857.327.7373 Expertise advertising effectiveness, behavioral targeting, Big data in marketing, Branding, Consumer financial decision making, consumer product reviews, COVID-19, Customer experience management, Digital marketing channels, digital trust, Exploding offers, Gambling, marketing management, marketing strategy, Mobile marketing, online word of mouth, privacy, social media marketing, user-generated content Yakov Bart in the Press Forbes Look out for this surprising consequence of influencer marketing that could hurt your brand It is these kinds of questions–healthy skepticism, let’s call it–that prompted me, along with three other academics, to conduct a study that looked at various outcomes of running influencer campaigns. We were looking in particular for unintended consequences of seeding products with apparently influential individuals who are supposed to spread word of mouth (WOM) about […] Breweries worry about Anheuser-Busch inBev’s stake in RateBeer site A Pew Research Center survey in December found that 82 percent of adults read online customer ratings or reviews before purchasing a product for the first time. Yakov Bart, assistant professor of marketing at Northeastern University, said the platforms that provide these reviews had exploded in influence for businesses. “It’s better than advertising,” Dr. Bart […] CMO Magazine Personalised marketing: Balancing what you can do with what you should do But a new Stanford Graduate School of Business paper, written by Professor Pedro Gardete and Yakov Bart, a professor at Northeastern University, has uncovered an interesting insight about highly targeted and personalised ads – namely, they do not translate to higher profits for companies. It’s not surprising the research shows consumers find those ads frustrating […] Marketing Week How marketers can use data to deliver on-brand promises in a targeted way Highly targeted and personalised ads may not translate to higher profits, according to research published earlier this year by professor Pedro Gardete at Stanford Graduate School and Yakov Bart, a professor at Northeastern University, Massachusetts. In some cases, they claim, the most effective strategy is for consumers to keep information private and for businesses to […] Digiday Ad tech is having a premature midlife crisis Ad tech’s intricacy doesn’t mean that brands don’t want to invest in it any more. Now, more than ever, companies want to find ways to optimizing their advertising efforts and maximizing effectiveness, according to Yakov Bart, marketing professor for Northeastern University’s D’Amore-McKim School of Business. “They don’t want to miss out on programmatic, because when they do it right, […] Internet Retailer Facing the fire Quickly acknowledging and owning the mistake is the key to surviving a social media firestorm, says Yakov Bart, a Northeastern University professor who studies social media marketing. “You have to show that you’re not just superficially saying, ‘I’m sorry,’” he says. “You have to demonstrate that you recognize and understand what made people angry.” Can readers tell the difference between real news and ‘native advertising’? “For reputable publishers like the New York Times or the L.A. Times, attempting to dupe people is simply not productive,” said Yakov Bart, an assistant professor of marketing at Northeastern University Business School. “They will want to present native ads in ways that are consistent with other content,” he said, “but they will make sure they […] U.S. News & World Report Are retailers destroying Black Friday? Stores want to open first for good reason, says Yakov Bart, a marketing professor at Northeastern University in Boston. “Most shoppers’ spending is likely to be done in the first one or two stores she visits,” Bart says. Or he. It’s hardly only women who shop on Black Friday. The Conversation Cynicism about mobile advertising is greatly misplaced A number of studies have demonstrated the effectiveness of mobile advertising in different contexts. For example, Professor Yakov Bart and colleagues have shown that mobile display ad campaigns significantly increased consumers’ favorable attitudes and purchase intentions when they promoted products that were utilitarian (ie, need-based goods used for practical purposes) versus hedonic (ie, desirable goods […] Yakov Bart for Northeastern Global News What makes a story successful? Researchers have figured out a way to predict it What makes a story successful? Researchers have figured out a way to predict it Researchers at Northeastern University applied science to art and found one way to predict success: narrative reversals. Job applicants perceive AI-powered hiring process as more fair when it is blind to characteristics such as race or gender, new study finds Job applicants perceive AI-powered hiring process as more fair when it is blind to characteristics such as race or gender, new study finds A new behavioral study examines job candidates’ preferences for AI hiring that is blind to biases like race, age, or gender. Meghan Markle announced a new lifestyle line — but do consumers still care about celebrity brands? Meghan Markle announced a new lifestyle line — but do consumers still care about celebrity brands? The Duchess of Sussex is the latest star to launch her own line, but is celebrity enough to sway buyers now with so many options available? Will the phenomenon of Swiftonomics bring extra Super Bowl 2024 revenues? Will the phenomenon of Swiftonomics bring extra Super Bowl 2024 revenues? Anything Taylor Swift touches leads to a consumption boost. Will the NFL and others benefit from her presence at the Super Bowl? Do boycotts against McDonald’s and Starbucks work? They can, just not for the reason you might think Do boycotts against McDonald’s and Starbucks work? They can, just not for the reason you might think Whether voting with your wallet through boycotts is powerful or not might come down to brands, not consumers, says a marketing expert. Taylor Swift’s boost to voter registration (and to Travis Kelce) — are there any limits to her celebrity? Taylor Swift’s boost to voter registration (and to Travis Kelce) — are there any limits to her celebrity? Taylor Swift’s recent boost to voter registration (and to Travis Kelce) depicts the transcendent nature of her stardom. 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? Mega Millions surpasses $1 billion again. Why are there so many big jackpots? Mega Millions surpasses $1 billion again. Why are there so many big jackpots? Friday's jackpot has reached $1.25 billion, making this the fifth time Mega Millions has surpassed $1 billion. ‘The brand became the verb.’ Why the blue Twitter bird worked—until it didn’t ‘The brand became the verb.’ Why the blue Twitter bird worked—until it didn’t Marketing and social media experts explain the iconic logo’s impact on the web and why Elon Musk may have no choice but to change it. Do movies need trailers? What Studio Ghibli releasing animation legend Hayao Miyazaki’s last film with zero marketing can teach us Do movies need trailers? What Studio Ghibli releasing animation legend Hayao Miyazaki’s last film with zero marketing can teach us This week the last film from Hayao Miyazaki, “How Do You Live?”, will hit theaters in Japan. Will Studio Ghibli’s anti-marketing plan work?
Forbes Look out for this surprising consequence of influencer marketing that could hurt your brand It is these kinds of questions–healthy skepticism, let’s call it–that prompted me, along with three other academics, to conduct a study that looked at various outcomes of running influencer campaigns. We were looking in particular for unintended consequences of seeding products with apparently influential individuals who are supposed to spread word of mouth (WOM) about […]
Breweries worry about Anheuser-Busch inBev’s stake in RateBeer site A Pew Research Center survey in December found that 82 percent of adults read online customer ratings or reviews before purchasing a product for the first time. Yakov Bart, assistant professor of marketing at Northeastern University, said the platforms that provide these reviews had exploded in influence for businesses. “It’s better than advertising,” Dr. Bart […]
CMO Magazine Personalised marketing: Balancing what you can do with what you should do But a new Stanford Graduate School of Business paper, written by Professor Pedro Gardete and Yakov Bart, a professor at Northeastern University, has uncovered an interesting insight about highly targeted and personalised ads – namely, they do not translate to higher profits for companies. It’s not surprising the research shows consumers find those ads frustrating […]
Marketing Week How marketers can use data to deliver on-brand promises in a targeted way Highly targeted and personalised ads may not translate to higher profits, according to research published earlier this year by professor Pedro Gardete at Stanford Graduate School and Yakov Bart, a professor at Northeastern University, Massachusetts. In some cases, they claim, the most effective strategy is for consumers to keep information private and for businesses to […]
Digiday Ad tech is having a premature midlife crisis Ad tech’s intricacy doesn’t mean that brands don’t want to invest in it any more. Now, more than ever, companies want to find ways to optimizing their advertising efforts and maximizing effectiveness, according to Yakov Bart, marketing professor for Northeastern University’s D’Amore-McKim School of Business. “They don’t want to miss out on programmatic, because when they do it right, […]
Internet Retailer Facing the fire Quickly acknowledging and owning the mistake is the key to surviving a social media firestorm, says Yakov Bart, a Northeastern University professor who studies social media marketing. “You have to show that you’re not just superficially saying, ‘I’m sorry,’” he says. “You have to demonstrate that you recognize and understand what made people angry.”
Can readers tell the difference between real news and ‘native advertising’? “For reputable publishers like the New York Times or the L.A. Times, attempting to dupe people is simply not productive,” said Yakov Bart, an assistant professor of marketing at Northeastern University Business School. “They will want to present native ads in ways that are consistent with other content,” he said, “but they will make sure they […]
U.S. News & World Report Are retailers destroying Black Friday? Stores want to open first for good reason, says Yakov Bart, a marketing professor at Northeastern University in Boston. “Most shoppers’ spending is likely to be done in the first one or two stores she visits,” Bart says. Or he. It’s hardly only women who shop on Black Friday.
The Conversation Cynicism about mobile advertising is greatly misplaced A number of studies have demonstrated the effectiveness of mobile advertising in different contexts. For example, Professor Yakov Bart and colleagues have shown that mobile display ad campaigns significantly increased consumers’ favorable attitudes and purchase intentions when they promoted products that were utilitarian (ie, need-based goods used for practical purposes) versus hedonic (ie, desirable goods […]