Yakov Bart All Experts

Associate Professor of Marketing and Joseph G. Riesman Research Professor

Expertise

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y.bart@northeastern.edu

857.327.7373

Yakov Bart In the Media

Yakov Bart for Northeastern

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.
- by Kaitlyn Budion March 13, 2020
Could the ‘Grace in Boston’ Peloton ad have been designed to be controversial?

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.
- by Molly Callahan December 6, 2019
Here’s the most common mistake many new investors make, and how to avoid it

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.
- by Khalida Sarwari August 30, 2019
What made Bird Box so popular?

The answer, says Yakov Bart, an associate professor of marketing at Northeastern, is in the memes.
- by Molly Callahan January 2, 2019
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. “In this time of political tension, it’s more important than ever to keep the channels of communication and exchange open,” said associate professor Yakov Bart, who teaches students about business practices in Russia.
- by Debora Almeida December 14, 2018
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.”
- by Molly Callahan May 3, 2017
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…
- by Greg St. Martin April 2, 2017
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.
- by Greg St. Martin February 16, 2017
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.
- by Greg St. Martin August 15, 2016
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.
- by Joe O'Connell August 1, 2016

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