Yakov Bart Associate Professor of Marketing and Joseph G. Riesman Research Professor email@example.com 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 Article 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 […] Article 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 […] Article 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 […] Article 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 […] Article 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, […] Article 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.” Article 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 […] Article 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. Article 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 How should investors deal with market volatility caused by COVID-19? (Spoiler: Wait it out.) How should investors deal with market volatility caused by COVID-19? (Spoiler: Wait it out.) Reacting to the worldwide instability stemming from the COVID-19 pandemic, the stock market has plunged into bear market territory following the worst day for the market since "Black Monday" in 1987. But don’t let your emotions influence your financial decisions, says Yakov Bart, associate professor of marketing. Was that controversial ‘Grace in Boston’ Peloton ad designed to create buzz? Was that controversial ‘Grace in Boston’ Peloton ad designed to create buzz? In the wake of a Peloton commercial that provoked a tidal wave of backlash, a new theory has emerged: The company intentionally made a controversial commercial in order to create buzz. Not so fast, says Yakov Bart, an associate professor of marketing at Northeastern. New study led by Northeastern University researcher finds first-time investors are better off picking stocks at random New study led by Northeastern University researcher finds first-time investors are better off picking stocks at random A new study co-authored by Yakov Bart, an associate professor of marketing at Northeastern, finds that novice investors are failing to diversify their assets, thereby opening themselves up to greater financial risk. These investors may be better off, he says, picking stocks at random instead of going all in on one sector. What made Bird Box so popular? What made Bird Box so popular? The answer, says Yakov Bart, an associate professor of marketing at Northeastern, is in the memes. These students say that learning Russian will take you places. Maybe even to Mars. These students say that learning Russian will take you places. Maybe even to Mars. Students and faculty in the Russian language program at Northeastern are working to bridge the gap between Russia and the United States. The business of ‘unicorn food’ The business of ‘unicorn food’ As a brand, capitalizing on an emerging trend without appearing like someone’s aunt joining Facebook is a delicate balance. It requires having the right tools in place as well as an understanding of social media trends, said marketing professor Yakov Bart. Case in point: “unicorn food.” Tier 1 grant program spurs interdisciplinary research collaborations Tier 1 grant program spurs interdisciplinary research collaborations How do non-violent urban communities of people build strong networks of social resilience in the face of violence and conflict? The answer cuts to the core of professors Thomas Vicino and Dietmar Offenhuber’s interdisciplinary research. They’ve teamed up to examine one of Rio de Janeiro’s favelas, City of God, where they say residents have not […] Brand identity, Trump boycotts, and social media backlash Brand identity, Trump boycotts, and social media backlash Many retailers and CEOs are facing difficult decisions amid a politically charged environment and mounting pressure to drop Trump products. Here, two Northeastern business professors examine the impact of boycotts and social media backlash as well as how companies and top executives react to social influence. 3Qs: The cat-and-mouse game of blocking digital ads 3Qs: The cat-and-mouse game of blocking digital ads If you were using Facebook on a desktop last week, you may have noticed that your ad-blocking software was being blocked. That was a move by Facebook. We asked two Northeastern professors to explain how new strategies and technologies are changing the digital landscape for users, content providers, and advertisers. 3Qs: Social media and the success of viral campaigns 3Qs: Social media and the success of viral campaigns With news last week that money raised by the Ice Bucket Challenge helped fund breakthroughs in ALS research, we asked assistant professor of marketing Yakov Bart how social media has helped to elevate successful viral campaigns, and why Snapchat could be the future platform for those campaigns.