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    Social MarketingRemove Social Marketing →

    New research on socially-conscious marketing from Harvard Business School faculty on issues including how marketing ideas, processes and practices can be used to improve social and environmental well-being.
    Page 1 of 29 Results →
    • 10 Feb 2023
    • Research & Ideas

    COVID-19 Lessons: Social Media Can Nudge More People to Get Vaccinated

    by Scott Van Voorhis

    Social networks have been criticized for spreading COVID-19 misinformation, but the platforms have also helped public health agencies spread the word on vaccines, says research by Michael Luca and colleagues. What does this mean for the next pandemic?

    • 02 Feb 2023
    • Research & Ideas

    Why We Still Need Twitter: How Social Media Holds Companies Accountable

    by Kasandra Brabaw

    Remember the viral video of the United passenger being removed from a plane? An analysis of Twitter activity and corporate misconduct by Jonas Heese and Joseph Pacelli reveals the power of social media to uncover questionable situations at companies.

    • 26 Oct 2022
    • Research & Ideas

    How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)

    by Kara Baskin

    Influencers aspire to turn "likes" into dollars through brand sponsorships, but these deals can erode their reputations, says research by Shunyuan Zhang. Marketers should seek out authentic voices on YouTube, not necessarily those with the most followers.

    • 18 Oct 2022
    • Research & Ideas

    When Bias Creeps into AI, Managers Can Stop It by Asking the Right Questions

    by Rachel Layne

    Even when companies actively try to prevent it, bias can sway algorithms and skew decision-making. Ayelet Israeli and Eva Ascarza offer a new approach to make artificial intelligence more accurate.

    • 08 Aug 2022
    • HBS Case

    Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

    by Shalene Gupta

    Few companies can boast a customer base as loyal and engaged as BTS fans. In a case study, Doug Chung shares what marketers can learn from the boyband's savvy use of social media and authentic connection with listeners.

    • 30 Nov 2021
    • Cold Call Podcast

    TikTok: Super App or Supernova?

    Re: Jeffrey F. Rayport

    TikTok’s parent company, ByteDance, was launched in 2012 around the simple idea of helping users entertain themselves on their smartphones while on the Beijing Subway. By May 2020, TikTok operated in 155 countries and had roughly 1 billion monthly active users, placing it in the top ranks of digital platforms globally. But the app had drawn the attention of competitors, regulators, and politicians, especially in the US, where commercial success was critical to its long-term enterprise value. Would TikTok become the first “Super App” with a global footprint, or did it run the risk of becoming a supernova that shone brightly only for a passing moment? Harvard Business School senior lecturer Jeffrey Rayport discusses these strategic challenges in his case, “TikTok in 2020: Super App or Supernova?” Open for comment; 0 Comments.

    • 13 Jul 2021
    • Research & Ideas

    Outrage Spreads Faster on Twitter: Evidence from 44 News Outlets

    by Kristen Senz

    When it comes to social sharing, doom-and-gloom tweets beat sunshine and rainbows, says research by Amit Goldenberg. Is it time to send in the positivity police? Open for comment; 0 Comments.

    • 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; 0 Comments.

    • 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; 0 Comments.

    • 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; 0 Comments.

    • 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; 0 Comments.

    • 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; 0 Comments.

    • 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; 0 Comments.

    • 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; 0 Comments.

    • 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; 0 Comments.

    • 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; 0 Comments.

    • 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; 0 Comments.

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