Author Page for Yakov Bart

Are the Drivers and Role of Online Trust the Same for All Web Sites and Consumers?: A Large-Scale Exploratory Empirical Study

Journal of Marketing, Vol. 69, No. 4, pp. 133-152, October 2005 , Northeastern U. D’Amore-McKim School of Business Research Paper No. 380404

Number of pages: 48 Posted: 17 Feb 2003 Last Revised: 30 Mar 2015

Yakov Bart, Venkatesh Shankar, Fareena Sultan and Glen L. Urban

Northeastern University - D'Amore-McKim School of Business, Texas A&M University - Department of Marketing, Northeastern University - Marketing Area and Massachusetts Institute of Technology (MIT) - Sloan School of Management

Downloads 2,481 (12,136)

Citation 50

Abstract:

2.

Which Products Are Best Suited to Mobile Advertising? A Field Study of Mobile Display Advertising Effects on Consumer Attitudes and Intentions

Journal of Marketing Research, Vol. 51, No. 3, pp. 270-285, June 2014

Number of pages: 49 Posted: 28 Mar 2012 Last Revised: 02 Nov 2014

Yakov Bart, Andrew T. Stephen and Miklos Sarvary

Northeastern University - D'Amore-McKim School of Business, University of Oxford - Said Business School and INSEAD - Marketing

Downloads 1,791 (20,452)

Citation 10

Abstract:

3.

Consumer Connectivity in a Complex, Technology-Enabled, and Mobile-Oriented World with Smart Products

Journal of Interactive Marketing, Forthcoming

Number of pages: 24 Posted: 07 Feb 2017 Last Revised: 05 Jul 2017

Peter C. Verhoef, Andrew T. Stephen, P.K. Kannan, Xueming Luo, Vibhanshu Abhishek, Michelle Andrews, Yakov Bart, Hannes Datta, Nathan M. Fong, Donna L. Hoffman, Mandy Hu, Thomas Novak, William Rand and Yuchi Zhang

University of Groningen - Department of Marketing & Marketing Research, University of Oxford - Said Business School, University of Maryland - Robert H. Smith School of Business, Temple University, Carnegie Mellon University - H. John Heinz III School of Public Policy and Management, Emory University, Northeastern University - D'Amore-McKim School of Business, Tilburg University, Temple University - Department of Marketing and Supply Chain Management, George Washington University School of Business, The Chinese University of Hong Kong (CUHK) - Department of Marketing, George Washington University School of Business, North Carolina State University and University of Maryland - Robert H. Smith School of Business

Downloads 1,266 (34,346)

Citation 10

Abstract:

4.

When Nonmateriality is Material: Impact of ESG Emphasis on Firm Value

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4579415

Number of pages: 64 Posted: 18 Oct 2023

Sonam Singh, Ashwin V. Malshe, Yakov Bart and Serguei Netessine

Alvarez College of Business, University of Texas at San Antonio, University of Texas at San Antonio, Northeastern University - D'Amore-McKim School of Business and University of Pennsylvania - The Wharton School

Downloads 976 (49,966)

Citation 1

Abstract:

5.

Mobile Advertising: A Framework and Research Agenda

Journal of Interactive Marketing, Forthcoming , Northeastern U. D’Amore-McKim School of Business Research Paper No. 2707300

Number of pages: 38 Posted: 22 Dec 2015

Dhruv Grewal, Yakov Bart, Martin Spann and Peter Pal Zubcsek

Babson College - Marketing Division, Northeastern University - D'Amore-McKim School of Business, Ludwig Maximilian University of Munich (LMU) and Tel Aviv University - Coller School of Management

Downloads 780 (67,798)

Citation 6

Abstract:

6.

Generative AI and User-Generated Content: Evidence from Online Reviews

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4621982

Number of pages: 54 Posted: 01 Nov 2023 Last Revised: 29 Nov 2024

Samsun Knight, Yakov Bart and Minwen Yang

University of Toronto, Northeastern University - D'Amore-McKim School of Business and University of Toronto

Downloads 773 (68,920)

Citation 1

Abstract:

7.

Racial Pay Gap in Influencer Marketing

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4156872

Number of pages: 17 Posted: 20 Jul 2022 Last Revised: 26 Jul 2023

Amy Pei, Yakov Bart, Koen Pauwels and Kwong Chan

Northeastern University, Northeastern University - D'Amore-McKim School of Business, Northeastern University - D’Amore-McKim School of Business and Northeastern University

Downloads 600 (94,983)

Abstract:

8.

How ESG Reduces Idiosyncratic Risk: The Role of Consumers and Institutional Investors

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4410032

Number of pages: 73 Posted: 18 Apr 2023 Last Revised: 09 Feb 2025

Ashwin V. Malshe, Yi Yin, Anatoli Colicev, Yakov Bart and Koen Pauwels

University of Texas at San Antonio, Northeastern University - D’Amore-McKim School of Business, University of Liverpool - Management School (ULMS), Northeastern University - D'Amore-McKim School of Business and Northeastern University - D’Amore-McKim School of Business

Downloads 548 (106,418)

Citation 5

Abstract:

9.

Local Market Characteristics and Online-to-Offline Commerce: An Empirical Analysis of Groupon

Management Science, Forthcoming.

Number of pages: 42 Posted: 09 Apr 2016 Last Revised: 11 Aug 2022

Hui Li, Qiaowei Shen and Yakov Bart

The University of Hong Kong, University of Pennsylvania - Marketing Department and Northeastern University - D'Amore-McKim School of Business

Downloads 542 (107,895)

Citation 17

Abstract:

10.

Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns

Marketing Science, Forthcoming

Number of pages: 51 Posted: 24 Oct 2015 Last Revised: 26 Feb 2016

Inyoung Chae, Andrew T. Stephen, Yakov Bart and Dai Yao

Independent, University of Oxford - Said Business School, Northeastern University - D'Amore-McKim School of Business and The Hong Kong Polytechnic University

Downloads 540 (108,412)

Citation 15

Abstract:

11.

Increased Attention to Racial Inequality Alters Consumer Responses to Black Actor Representation in TV Advertising

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4471248

Number of pages: 25 Posted: 18 Jun 2023 Last Revised: 06 Jan 2025

Gijs Overgoor, Yakov Bart, Koen Pauwels and Gokhan Yildirim

Southern Methodist University (SMU), Northeastern University - D'Amore-McKim School of Business, Northeastern University - D’Amore-McKim School of Business and Imperial College London

Downloads 479 (125,414)

Citation 2

Abstract:

12.

Customer Engagement in a Big Data World

Journal of Services Marketing (Forthcoming) , Northeastern U. D’Amore-McKim School of Business Research Paper No. 2897945, Gabelli School of Business, Fordham University Research Paper No. 2897945

Number of pages: 11 Posted: 13 Jan 2017 Last Revised: 22 Jul 2021

Werner H. Kunz, Lerzan Aksoy, Yakov Bart, Kristina Heinonen, Sertan Kabadayi, Francisco Villaroel Ordenes, Marianna Sigala, David Diaz and Babis Theodoulidis

University of Massachusetts, Fordham University - Gabelli School of Business, Northeastern University - D'Amore-McKim School of Business, Hanken School of Economics, Fordham University - Gabelli School of Business, University of Massachusetts Amherst - Department of Marketing, University of South Australia - School of Management, Universidad de Chile - Escuela de Economia y Negocios and affiliation not provided to SSRN

Downloads 344 (183,166)

Citation 6

Abstract:

13.

When in Doubt, Elaborate? How Elaboration on Uncertainty Influences the Persuasiveness of Consumer-Generated Product Reviews When Reviewers Are Incentivized

Northeastern U. D’Amore-McKim School of Business Research Paper No. 2821641, Saïd Business School WP 2016-21

Number of pages: 59 Posted: 13 Aug 2016

Christilene Du Plessis, Andrew T. Stephen, Yakov Bart and Dilney Goncalves

Erasmus University Rotterdam (EUR), Rotterdam School of Management (RSM), Students, University of Oxford - Said Business School, Northeastern University - D'Amore-McKim School of Business and IE University - IE Business School - Department of Marketing

Downloads 275 (232,029)

Citation 3

Abstract:

14.

Dynamic Resource Allocation on Multi-Category Two-Sided Platforms

Forthcoming, Management Science

Number of pages: 54 Posted: 27 Jan 2020

Hui Li, Qiaowei Shen and Yakov Bart

The University of Hong Kong, Peking University - Guanghua School of Management and Northeastern University - D'Amore-McKim School of Business

Downloads 247 (258,705)

Citation 5

Abstract:

15.

Tailored Cheap Talk: The Effects of Privacy Policy On Ad Content and Market Outcomes

Marketing Science, Forthcoming

Number of pages: 54 Posted: 05 Apr 2016 Last Revised: 25 Apr 2018

Pedro Gardete and Yakov Bart

Nova School of Business and Economics and Northeastern University - D'Amore-McKim School of Business

Downloads 244 (261,800)

Citation 6

Abstract:

16.

Gender Inequality, Social Movement, and Company Actions: How Do Wall Street and Main Street React?

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4458466

Number of pages: 60 Posted: 25 May 2023

Angie Fairchild, Olga Hawn, Ruth V. Aguilera, Anatoli Colicev and Yakov Bart

University of North Carolina (UNC) at Chapel Hill, University of North Carolina (UNC) at Chapel Hill - Management-Strategy Area, Northeastern University - Department of International Business and Strategy, University of Liverpool - Management School (ULMS) and Northeastern University - D'Amore-McKim School of Business

Downloads 227 (280,772)

Citation 2

Abstract:

17.

The Lottery Gap: Unraveling Income-Driven Differences in Lottery Play Choices and Earnings

Number of pages: 46 Posted: 03 Sep 2020 Last Revised: 27 Sep 2023

Paul Parker, Paulo Albuquerque and Yakov Bart

School of Business, University of Kansas, INSEAD and Northeastern University - D'Amore-McKim School of Business

Downloads 213 (298,301)

Abstract:

18.

Exploding Offers Can Blow Up in More than One Way

Decision Analysis, Vol. 11. No. 3. pp. 171-188, September 2014

Number of pages: 35 Posted: 28 Sep 2011 Last Revised: 02 Nov 2014

Nelson Lau, Yakov Bart, Joseph Neil Bearden and Ilia Tsetlin

INSEAD - Decision Sciences, Northeastern University - D'Amore-McKim School of Business, INSEAD - Decision Sciences and INSEAD

Downloads 207 (306,483)

Citation 3

Abstract:

19.

Hybrid BYO Conjoint with Boosting for Data Fusion

Number of pages: 49 Posted: 01 Jan 2020 Last Revised: 08 Jun 2023

Ofer Mintz, Yakov Bart, Peter Lenk, Peter Lenk and David Reibstein

University of Technology Sydney Business School, Northeastern University - D'Amore-McKim School of Business, University of Michigan, Stephen M. Ross School of BusinessUniversity of Michigan and University of Pennsylvania - The Wharton School

Downloads 153 (401,062)

Citation 2

Abstract:

20.

Easy, Breezy, Risky: Lay Investors Fail to Diversify Because Correlated Assets Feel More Fluent and Less Risky

Forthcoming at Organizational Behavior and Human Decision Processes

Number of pages: 80 Posted: 21 Apr 2017 Last Revised: 19 Jun 2019

Yann Cornil, David J. Hardisty and Yakov Bart

University of British Columbia (UBC) - Division of Marketing, University of British Columbia (UBC) - Division of Marketing and Northeastern University - D'Amore-McKim School of Business

Downloads 148 (412,151)

Citation 1

Abstract:

21.

The Paradox of Language Repetition in Product Reviews: More Certain Writers Generate Less Certain Readers

Number of pages: 48 Posted: 16 Jul 2018 Last Revised: 13 Dec 2024

Ann Kronrod and Yakov Bart

Manning School of Business, University of Massachusetts, Lowell and Northeastern University - D'Amore-McKim School of Business

Downloads 142 (425,873)

Abstract:

22.

Measuring Heterogeneity in TV Advertising Elasticities: Evidence from 135 Brands

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4638083

Number of pages: 102 Posted: 22 Jan 2025

Samsun Knight, Tsung-Yiou Hsieh and Yakov Bart

University of Toronto, Northeastern University - D’Amore-McKim School of Business and Northeastern University - D'Amore-McKim School of Business

Downloads 117 (495,573)

Abstract:

23.

When Vegas Comes to Wall Street: Associations Between Stock Price Volatility and Trading Frequency Among Gamblers

Leeds University Business School Working Paper, Northeastern U. D’Amore-McKim School of Business Research Paper No. 4514502

Number of pages: 24 Posted: 25 Jul 2023

Leonardo Weiss-Cohen, Philip Newall, Yakov Bart, Mircea Zloteanu, Mike Peacey, Peter Ayton and Iain Clacher

University of Nottingham, Central Queensland University (CQUniversity), Northeastern University - D'Amore-McKim School of Business, Kingston University, University of Bristol, University of Leeds - Faculty of Business and University of Leeds - Faculty of Business

Downloads 102 (548,181)

Abstract:

24.

Congruence Affects Story Ad Engagement on Social Media

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4790627

Number of pages: 40 Posted: 16 Apr 2024

Wen Xie, Ron Dotsch, Maarten Bos, Yakov Bart, Zhu Han and Yozen Liu

Northeastern Univeristy, Snap Inc, Harvard University - Business School (HBS), Northeastern University - D'Amore-McKim School of Business, University of Houston and Snap Inc

Downloads 80 (637,446)

Abstract:

25.

Virtual Brands and Platform Intermediation

Number of pages: 45 Posted: 10 Jan 2025

Ruizhi Zhu, Shubhranshu Singh and Yakov Bart

Northeastern University - Marketing Area, Johns Hopkins University - Carey Business School and Northeastern University - D'Amore-McKim School of Business

Downloads 48 (821,772)

Abstract:

26.

Smart Timing for Smart Products? Complementor Multihoming in Nascent Platform Markets

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4473347

Number of pages: 42 Posted: 18 Jun 2023

Senem Aydin, Fernando Suarez, Yakov Bart and Dirk Libaers

Northeastern University - D’Amore-McKim School of Business, Northeastern University, D'Amore-McKim School of Business, Northeastern University - D'Amore-McKim School of Business and Northeastern University - Entrepreneurship and Innovation

Downloads 42 (869,490)

Abstract:

27.

The More the Merrier? How Review Volume May Bias Inferences About an Individual Review

Number of pages: 5 Posted: 08 Nov 2024

Ann Kronrod and Yakov Bart

Manning School of Business, University of Massachusetts, Lowell and Northeastern University - D'Amore-McKim School of Business

Downloads 33 (952,089)

Abstract:

28.

Impact of Multi-Platform Social Media Strategy on Sales in E-Commerce

Number of pages: 42 Posted: 10 Mar 2025

Xiaoning (Gavin) Wang, Yakov Bart, Serguei Netessine and Lynn Wu

The University of Texas at Dallas, Northeastern University - D'Amore-McKim School of Business, University of Pennsylvania - The Wharton School and affiliation not provided to SSRN

Downloads 13 (1,188,826)

Abstract:

29.

Consumer Response to Social Media and Online Video Advertising

Posted: 15 Sep 2016 Last Revised: 21 Dec 2018

Gui Liberali, Glen L. Urban, Catherine E. Tucker and Yakov Bart

Erasmus Research Institute of Management (ERIM), Massachusetts Institute of Technology (MIT) - Sloan School of Management, Massachusetts Institute of Technology (MIT) - Management Science (MS) and Northeastern University - D'Amore-McKim School of Business

Yakov Bart

Northeastern University - D'Amore-McKim School of Business

Associate Professor of Marketing

29

Top 6,678

13,411

Top 12,913

145

Scholarly Papers (29)

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract:

Abstract: