Yakov Bart

These recaps may signal more transparency for users, because they can see some data in their hands. And products like Wrapped have become particularly popular because they’re personalized and now designed to share online — leaving many to look forward to it as an “annual ritual” of sorts, notes Yakov Bart, a marketing professor at […]

These recaps may signal more transparency for users, because they can see some data in their hands. And products like Wrapped have become particularly popular because they’re personalized and now designed to share online — leaving many to look forward to it as an “annual ritual” of sorts, notes Yakov Bart, a marketing professor at […]

A Northeastern University marketing professor, Yakov Bart, opined at the time that the failure was due to Amazon’s reach and consumers’ lack of alternatives to it.

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 […]

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 […]

“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 […]