Yakov Bart

Northeastern University - D'Amore-McKim School of Business

Associate Professor of Marketing

Boston, MA 02115

United States

SCHOLARLY PAPERS

27

DOWNLOADS
Rank 7,621

SSRN RANKINGS

Top 7,621

in Total Papers Downloads

11,012

SSRN CITATIONS
Rank 13,057

SSRN RANKINGS

Top 13,057

in Total Papers Citations

105

CROSSREF CITATIONS

12

Scholarly Papers (27)

1.

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
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 2,377 (11,638)
Citation 49

Abstract:

Loading...

E-Business, Trust, Internet marketing, Web site design, Online strategy

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
Northeastern University - D'Amore-McKim School of Business, University of Oxford - Said Business School and INSEAD - Marketing
Downloads 1,723 (19,331)
Citation 10

Abstract:

Loading...

mobile advertising, marketing, advertising, mobile, mobile display advertising, elm, persuasion, consumer behavior

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
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 1,202 (33,180)
Citation 7

Abstract:

Loading...

Connected Consumers, IoT, Mobile, Smart Cities, Big Data

4.

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
Babson College - Marketing Division, Northeastern University - D'Amore-McKim School of Business, Ludwig Maximilian University of Munich (LMU) - Faculty of Business Administration (Munich School of Management) and Tel Aviv University - Coller School of Management
Downloads 665 (74,609)
Citation 6

Abstract:

Loading...

Advertising, Mobile Marketing, Mobile Advertising

5.

When Non-Materiality is Material: Impact of ESG Emphasis on Firm Value

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4579415
Number of pages: 63 Posted: 18 Oct 2023
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 548 (95,160)
Citation 1

Abstract:

Loading...

ESG, firm value, material, nonmaterial, deep learning, ESG-BERT, earnings call

6.

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 510 (103,966)
Citation 15

Abstract:

Loading...

Groupon, daily deals industry, O2O, two-sided platform

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 505 (105,529)

Abstract:

Loading...

influencer marketing, racial pay gap, racial inequality, racial bias, George Floyd

8.

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
Independent, University of Oxford - Said Business School, Northeastern University - D'Amore-McKim School of Business and The Hong Kong Polytechnic University
Downloads 477 (112,701)
Citation 15

Abstract:

Loading...

Word-of-Mouth, Seeded Marketing Campaigns, Social Media, Spillover Effects, Viral Marketing

9.

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

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4410032
Number of pages: 51 Posted: 18 Apr 2023 Last Revised: 02 May 2024
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 350 (160,536)
Citation 1

Abstract:

Loading...

ESG, stakeholders, consumers, institutional investors, idiosyncratic risk, competitive intensity

10.

From Representation to Reception: Evaluating the Impact of Diversity in TV Advertising on Consumer Purchase Intention

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4471248
Number of pages: 14 Posted: 18 Jun 2023 Last Revised: 19 Jan 2024
Rochester Institute of Technology, Imperial College London, Northeastern University - D'Amore-McKim School of Business and Northeastern University - D’Amore-McKim School of Business
Downloads 314 (180,191)
Citation 1

Abstract:

Loading...

advertising, diversity, equity, inclusion, panel data, purchase intention

11.

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
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 260 (218,809)
Citation 3

Abstract:

Loading...

incentives, user-generated content, reviewer trustworthiness, uncertainty, attitude certainty

12.

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: 29 Posted: 29 Nov 2023 Last Revised: 01 Apr 2024
Samsun Knight and Yakov Bart
University of Toronto and Northeastern University - D'Amore-McKim School of Business
Downloads 244 (232,957)

Abstract:

Loading...

Generative AI, AI Adoption, Platform Economics, User-Generated Content, Product Reviews, Difference-in-differences

13.

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 232 (244,696)
Citation 6

Abstract:

Loading...

Cheap-Talk, Privacy, Tailored Communication, Advertising

14.

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
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 219 (258,419)
Citation 6

Abstract:

Loading...

Customer engagement, Big Data, value creation, data-driven engagement

15.

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 209 (269,910)
Citation 4

Abstract:

Loading...

dynamic resource allocation, two-sided platform, business model, network effects, daily deals

16.

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
INSEAD - Decision Sciences, Northeastern University - D'Amore-McKim School of Business, INSEAD - Decision Sciences and INSEAD
Downloads 189 (295,757)
Citation 3

Abstract:

Loading...

exploding offers; deadlines; ultimatums; job search; firm employment decisions; behavioral economics.

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 181 (307,246)

Abstract:

Loading...

Lottery, Inequality, Poverty, Retailers, Number Choice, Consumer Financial Decision-Making, Judgment Under Risk and Uncertainty

18.

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
University of North Carolina (UNC) at Chapel Hill, UNC Kenan-Flagler Business School, Northeastern University - Department of International Business and Strategy, University of Liverpool - Management School (ULMS) and Northeastern University - D'Amore-McKim School of Business
Downloads 147 (366,764)
Citation 1

Abstract:

Loading...

gender inequality, stakeholder reactions, #MeToo movement, social media, investors, consumers

19.

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, Sauder School of Business and Northeastern University - D'Amore-McKim School of Business
Downloads 133 (396,877)
Citation 1

Abstract:

Loading...

perceived risk, lay perception, fluency, diversification, financial decision-making, financial literacy

20.

Hybrid BYO Conjoint with Boosting for Data Fusion

Number of pages: 49 Posted: 01 Jan 2020 Last Revised: 08 Jun 2023
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 - Marketing Department
Downloads 125 (416,156)
Citation 2

Abstract:

Loading...

menu-based conjoint; data fusion; Bayesian inference; metrics; dashboards; boosting

21.

The Paradox of Word of Mouth: Do More Certain Transmitters Generate Less Certain Receivers?

Number of pages: 49 Posted: 16 Jul 2018 Last Revised: 27 Mar 2024
Ann Kronrod and Yakov Bart
Manning School of Business, University of Massachusetts, Lowell and Northeastern University - D'Amore-McKim School of Business
Downloads 118 (434,486)

Abstract:

Loading...

Word of mouth, readers, writers, repetition, similarity, attitude certainty, reviews

22.

Measuring Targeting Effectiveness in TV Advertising: Evidence from 313 Brands

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4638083
Number of pages: 33 Posted: 01 Dec 2023
University of Toronto, Northeastern University - D’Amore-McKim School of Business and Northeastern University - D'Amore-McKim School of Business
Downloads 105 (473,359)

Abstract:

Loading...

advertising, targeting, heterogeneity, generalizability

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
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 81 (558,925)

Abstract:

Loading...

Investing, personal finance, disordered gambling, behavioral finance

24.

The Effect of Minimum Wage Changes on Restaurants and the Service Elasticity of Demand

Number of pages: 50 Posted: 06 Apr 2024
Samsun Knight and Yakov Bart
University of Toronto and Northeastern University - D'Amore-McKim School of Business
Downloads 52 (702,020)

Abstract:

Loading...

restaurants, demand elasticity, minimum wage, service quality, pricing

25.

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
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 29 (869,906)

Abstract:

Loading...

complementor multihoming, timing of multihoming, nascent platform markets, smart home market

26.

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
Northeastern Univeristy, Snap Inc, Harvard University - Business School (HBS), Northeastern University - D'Amore-McKim School of Business, University of Houston and Snap Inc
Downloads 17 (985,449)

Abstract:

Loading...

Congruence, Video advertising, Social media, Short video, Big data, Processing fluency

27.

Consumer Response to Social Media and Online Video Advertising

Posted: 15 Sep 2016 Last Revised: 21 Dec 2018
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

Abstract:

Loading...

online advertising, field experiments, multichannel marketing, purchase funnel