Seminar Yakov Bart


12:00 - 13:00

HG 5A-37

Which Brands Are Best Suited to Social Media Advertising? A Field Study of Social Media Advertising Effects on Consumer Attitudes

Prof. Yakov Bart

Amsterdam Business Research Institute

Business and Organisation


To register for this event, please send an e-mail to Anna Konobelkina (, latest on Sunday, March 18.


This research focuses on identifying which brand-related characteristics affect social media advertising effectiveness. We use a novel dataset from a large-scale global field experiment covering 110 brands running 235 Facebook and Instagram advertising campaigns between October 2015 and May 2017, and augment it with brand-generated posts on Facebook. Using natural language processing, we analyze these posts to infer how “human-like” are the actions of different brands in the newsfeed environment. We find that social media advertising campaigns that behave in a more “human” manner are more likely to have significant impact on upper-funnel mindset metrics, such as brand saliency.

Short Biography Yakov Bart
Assistant Professor of Marketing and Joseph G. Riesman Research Professor
Thomas Moore Faculty Fellow D’Amore-McKim School of Business, Northeastern University
Affiliate Scholar Future of Marketing Initiative at Saïd Business School, University of Oxford
Research Fellow Emerging Markets Institute at INSEAD

Yakov has done research, teaching, and consulting throughout North America, Europe, and Asia. His research examining marketing implications of new digital technologies and business models has been funded with multiple research awards and grants, presented at numerous academic conferences across the globe, and published in leading marketing and management journals, including Marketing Science, Journal of Marketing Research, Journal of Marketing, Management Science, and Harvard Business Review. Yakov won awards for the Best Paper published in Decision Analysis in 2014 and in Journal of Interactive Marketing in 2016.
Yakov has received several awards for outstanding teaching in Executive Education programs, has taught undergraduate, MBA, and PhD courses, and delivered management training in Bangladesh, France, Russia, Singapore, Taiwan, the UK, and throughout the United States. His pedagogical materials have been widely used in business education, including an award-winning bestseller case study on Renova Paper. Yakov has co-authored a widely used digital textbook Social Media Marketing: Principles and Strategies. He was also named as one of the world’s top 40 undergraduate business school professors by Poets&Quants in 2017.
Yakov is a frequent speaker on digital marketing and social media at international business summits and industry events, including the World Knowledge Forum. He worked with such industry leaders as American Express, General Motors, Google, Havas, Intel, Kantar Media, LVMH, Nielsen, NPD Group, Sberbank and WPP.
Yakov holds a PhD and an M.S. in Business Administration from the University of California at Berkeley, an S.M. in Operations Research from MIT, and a Diploma in Mathematics from Moscow State University. Prior to joining Northeastern University, he was a marketing professor at INSEAD and visiting faculty at the Wharton School.