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    • COVID-19 Business Impact Center
      COVID-19 Business Impact Center
      Cold Call
      A podcast featuring faculty discussing cases they've written and the lessons they impart.
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      • 05 Jan 2021
      • Cold Call Podcast

      Using Behavioral Science to Improve Well-Being for Social Workers

      For child and family social workers, coping with the hardships of children and parents is part of the job. But that can cause a lot of stress. Is it possible for financially constrained organizations to improve social workers’ well-being using non-cash rewards, recognition, and other strategies from behavioral science? Assistant Professor Ashley Whillans describes the experience of Chief Executive Michael Sanders’ at the UK’s What Works Centre for Children’s Social Care, as he led a research program aimed at improving the morale of social workers in her case, “The What Works Centre: Using Behavioral Science to Improve Social Worker Well-being.”  Open for comment; 0 Comment(s) posted.

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      Social MarketingRemove Social Marketing →

      Page 1 of 22 Results →
      • 25 Feb 2020
      • Working Paper Summaries

      Reinventing Retail: The Novel Resurgence of Independent Bookstores

      by Ryan Raffaelli

      Independent booksellers in the United States have proven resilient in the face of multiple technological and business model shifts in the bookselling industry. By tapping into a larger social movement that promotes the value of shopping local and a desire to cultivate community, successful booksellers are differentiating themselves from online and big box competitors.

      • 26 Aug 2019
      • Research & Ideas

      Lipstick Tips: How Influencers Are Making Over Beauty Marketing

      by Dina Gerdeman

      Influencer marketing has quickly become the best way to reach beauty consumers, proving more effective than celebrity endorsements and company ads, according to research by Alessia Vettese. Open for comment; Comment(s) posted.

      • 25 Jun 2019
      • Research & Ideas

      The Powerful Strategic Tool Companies Should Not Try to Control

      by Danielle Kost

      3QUESTIONS More executives are tapping user communities for strategic guidance, but productive relationships with fan groups require a nuanced approach, Frank Nagle says. Open for comment; Comment(s) posted.

      • 27 Mar 2019
      • Cold Call Podcast

      Will Startup Fishbowl Become the Social Media App for Your Industry?

      Re: Leslie K. John

      Fishbowl's founders have built a social media platform allowing professionals to connect anonymously and with candor within their companies and industries. Can they grow? Leslie John discusses her case study on the boundaries of social media and personal privacy. Open for comment; Comment(s) posted.

      • 04 Mar 2019
      • What Do You Think?

      What’s the Antidote to Surveillance Capitalism?

      by James Heskett

      SUMMING UP: As companies increasingly build business models around our personal data, what can be done to fight back? James Heskett's readers suggest there are no easy answers. Open for comment; Comment(s) posted.

      • 19 Feb 2019
      • Working Paper Summaries

      Relative Performance Transparency: Effects on Sustainable Choices

      by Ryan W. Buell, Shwetha Mariadassou, and Yanchong Zheng

      Encouraging consumers to purchase a more sustainable product or use resources more responsibly is a key challenge for society. This paper discusses experiments involving more than 7,000 participants to shed light on how information and its presentation regarding sustainable performance can be a tool for enhancing sustainable choices in practice.

      • 10 Oct 2018
      • Research & Ideas

      The Legacy of Boaty McBoatface: Beware of Customers Who Vote

      by Michael Blanding

      Companies that encourage consumers to vote online should be forewarned—they may expect more than you promise, according to research by Michael Norton, Leslie John, and colleagues. Open for comment; Comment(s) posted.

      • 27 Nov 2017
      • Research & Ideas

      Beware the Lasting Impression of a 'Temporary' Selfie

      by Rachel Layne

      Some social media apps promise to delete your messages after they are read. The problem: The memory of your uninhibited behavior lingers. Research by Leslie K. John and colleagues. Open for comment; Comment(s) posted.

      • 18 Sep 2017
      • Research & Ideas

      'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

      by Dina Gerdeman

      A decade-and-a-half after the dawn of social media marketing, brands are still learning what works and what doesn't with consumers. Open for comment; Comment(s) posted.

      • 12 Sep 2017
      • Working Paper Summaries

      The Better is the Enemy of the Good

      by Christine L. Exley and Judd B. Kessler

      Previous research has shown that individuals’ self-serving responses to information may arise when payoff information is subjective or uncertain. This study, in the context of charitable giving, shows that individuals’ ability to respond to payoff information in a self-serving way even includes situations when information is complete and certain.

      • 10 Jul 2017
      • Op-Ed

      Op-Ed: It’s a Bad Idea to Ban Customers From Recording Videos

      by Benjamin G. Edelman

      With videos of bad business practices routinely going viral, it might be tempting to prohibit customers from recording their surroundings. But banning cameras is the wrong way to go, says Benjamin Edelman. Open for comment; Comment(s) posted.

      • 25 Jan 2017
      • HBS Case

      How Should Advertisers Respond to Consumer Demand for Whiter Skin?

      by Dina Gerdeman

      Skin-lightening creams are a fast-growing market in India. Rohit Deshpandé explores what firms should do when a product is decidedly popular—but may be promoting discrimination. Open for comment; Comment(s) posted.

      • 19 Oct 2016
      • Book

      Three Critical Mistakes Digital Businesses Make With Content

      by Michael Blanding

      Do companies really understand the nature of today's digital transformation? Bharat Anand's book The Content Trap offers a new view of digital strategy that shifts the focus from "produce the best content" to "create the best connections." Open for comment; Comment(s) posted.

      • 02 Sep 2016
      • Op-Ed

      The Twitter Election

      by John Quelch and Thales Teixeira

      Twitter is emerging as one of the most important players in the 2016 presidential election, write John Quelch and Thales Teixeira. But does it have the power to determine which candidate will win? Open for comment; Comment(s) posted.

      • 07 Jun 2016
      • Op-Ed

      Can Brand Trump Win a Presidency?

      by John A. Quelch

      Brand Trump has been used to market hotel rooms, ties, and an airline. Can it be extended to win the presidency? Marketing Professor John A. Quelch wonders if the message (and the messenger) is already growing thin. Open for comment; Comment(s) posted.

      • 21 Apr 2016
      • Working Paper Summaries

      The Perils of Building Democracy in Africa

      by Benjamin Marx, Vincent Pons, and Tavneet Suri

      Results from a text messaging experiment conducted before the 2013 National Election in Kenya show that basic information provided via short message service (SMS) resulted in small turnout increases but had a large effect on attitudes towards electoral institutions.

      • 21 Mar 2016
      • HBS Case

      Can Customer Reviews Be 'Managed?'

      by Brian Kenny

      Consumers increasingly rely on peer reviews on TripAdvisor and other sites to make purchase decisions, so it makes sense that companies have a stake in wanting to shape those opinions. But can they? Thales Teixeira says a good product trumps all. Open for comment; Comment(s) posted.

      • 30 Nov 2015
      • Research & Ideas

      Donors Are Turned Off by Overhead Costs. Here’s What Charities Can Do

      by Carmen Nobel

      Elizabeth A. Keenan and colleagues find that charitable donors are willing to stomach the idea of overhead costs—as long as they know someone else’s donation is covering them. A field study helped one organization nearly triple its solicited donations. Open for comment; 0 Comment(s) posted.

      • 20 Aug 2014
      • Research & Ideas

      Why the ALS Ice Bucket Challenge is a Social Media Blockbuster

      by John Deighton

      Most companies should envy the financial and brand awareness brought about by the ALS Ice Bucket Challenge. The campaign's key ingredient, says John Deighton, is that participants enhance their personal capital in performance of a good deed. Open for comment; 7 Comment(s) posted.

      • 20 Mar 2013
      • Research & Ideas

      How CEOs Sustain Higher-Ambition Goals

      by Dina Gerdeman

      At a recent conference, executives underscored the importance of employee engagement, contributing to the community, and creating sustainable environment strategies. Closed for comment; 6 Comment(s) posted.

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