Yakov Bart

Northeastern University - D'Amore-McKim School of Business

Associate Professor of Marketing

Boston, MA 02115

United States

SCHOLARLY PAPERS

13

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CITATIONS
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Top 21,004

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31

Scholarly Papers (13)

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 2,185 (6,125)
Citation 10

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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 1,466 (11,925)
Citation 2

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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 934 (23,710)
Citation 1

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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 595 (44,056)

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Advertising, Mobile Marketing, Mobile Advertising

5.

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: 24 Sep 2016
Hui Li, Qiaowei Shen and Yakov Bart
Carnegie Mellon University, University of Pennsylvania - Marketing Department and Northeastern University - D'Amore-McKim School of Business
Downloads 395 (73,317)

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

6.

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 National University of Singapore
Downloads 325 (91,705)
Citation 2

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

7.

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
Stanford Graduate School of Business and Northeastern University - D'Amore-McKim School of Business
Downloads 156 (187,933)
Citation 1

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Cheap-Talk, Privacy, Tailored Communication, Advertising

8.

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 152 (192,144)
Citation 1

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

9.

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 132 (215,438)

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

10.

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 54 (379,310)

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

11.

Taking a Leaf Out of a Review: The Asymmetrical Link Between Linguistic Similarity and Attitude Certainty for Writers and Readers of Product Reviews

Number of pages: 60 Posted: 16 Jul 2018
Ann Kronrod and Yakov Bart
Manning School of Business, University of Massachusetts, Lowell and Northeastern University - D'Amore-McKim School of Business
Downloads 34 (446,366)

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Language Similarity, Attitude Certainty, Product Review, Word of Mouth

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
Posted: 13 Jan 2017 Last Revised: 30 May 2017
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

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

13.

Consumer Response to Social Media and Online Video Advertising

Posted: 15 Sep 2016 Last Revised: 21 Dec 2018
Erasmus University Rotterdam (EUR), 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

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online advertising, field experiments, multichannel marketing, purchase funnel