Normative Social Influence - Publications - Faculty & Research - Harvard Business School

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21 Oct 2022
Research & Ideas

People Trust Business, But Expect CEOs to Drive Social Change

Public trust in business remains relatively unshaken amid economic turbulence and a lingering pandemic, even as faith in the media and government falters, but leaders could do more to address social issues, a new global opinion survey shows. However, not everyone... View Details

Keywords: by Scott Van Voorhis

September–October 2017
Article

Blurring the Boundaries: The Interplay of Gender and Local Communities in the Commercialization of Social Ventures

By: Stefan Dimitriadis, Matthew Lee, Lakshmi Ramarajan and Julie Battilana

This paper examines the critical role of gender in the commercialization of social ventures. We argue that cultural beliefs about what is perceived to be appropriate work for each gender influence how founders of social ventures incorporate commercial activity into... View Details

Keywords: Community; Cultural Beliefs; Social Enterprise; Gender; Local Range; Commercialization; Culture

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April–May 2012
Article

Resources or Power? Implications of Social Networks on Compensation and Firm Performance

By: Joanne Horton, Yuval Millo and George Serafeim

Using a sample of 4,278 listed UK firms, we construct a social network of directorship-interlocks that comprises 31,495 directors. We use social capital theory and techniques developed in social network analysis to measure a director's connectedness and investigate... View Details

Keywords: Power and Influence; Social and Collaborative Networks; Compensation and Benefits; Performance; Relationships; Resource Allocation; United Kingdom

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July 2017 (Revised September 2017)
Case

Donald Trump Calls Carrier Corporation

By: Andy Zelleke and Brian Tilley

This case examines the influence of political pressure on corporate decision-making. It questions whether fidelity to domestic operations ought to be a corporate social responsibility, and thus it challenges the limits of “social responsibility” as a corporate ideal.... View Details

Keywords: Corporate Social Responsibility; Board Decisions; Political Influence; Layoffs; Offshoring And Outsourcing; Manufacturing; United States; Mexico; Governing and Advisory Boards; Decision Making; Job Cuts and Outsourcing; Political Elections; Corporate Social Responsibility and Impact; Corporate Governance; Technology Industry; Manufacturing Industry; Connecticut; Indiana; Mexico

June 2024 (Revised June 2025)
Case

Dylan Mulvaney and Bud Light

By: Jill Avery and Celine Chammas

On April 1, 2023, social media content creator and influencer Dylan Mulvaney recorded a promotional post. It featured a video of herself drinking from a can of Bud Light beer, offering a virtual toast to her followers. Alongside the video, she posted a photograph of a... View Details

Keywords: Brand Crises; Brand Management; Influencer Marketing; Boycott; Marketing Strategy; Marketing Communications; Brands and Branding; Consumer Behavior; Social Media; Advertising; Social Issues; Public Opinion; Consumer Products Industry; Food and Beverage Industry; United States

March 2017
Article

Entrepreneurial Beacons: The Yale Endowment, Run-ups, and the Growth of Venture Capital

By: Y. Sekou Bermiss, Benjamin J. Hallen, Rory McDonald and Emily Cox Pahnke

This paper investigates the social context of entrepreneurship in organizational sectors. Prior research suggests that firm foundings are driven by collective patterns of activity—that is, by patterns of prior foundings—including support from related markets as well as... View Details

Keywords: Signals; Social Salience; Venture Capital; Higher Education; Organizations; Entrepreneurship; Investment

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January 23, 2023
Article

Digital Public Health Interventions at Scale: The Impact of Social Media Advertising on Beliefs and Outcomes Related to COVID Vaccines

By: Susan Athey, Kristen Grabarz, Michael Luca and Nils Wernerfelt

Public health organizations increasingly use social media advertising campaigns in pursuit of public health goals. In this paper, we evaluate the impact of about $40 million of social media advertisements that were run and experimentally tested on Facebook and... View Details

Keywords: COVID-19 Pandemic; Public Health; Vaccines; Social Media; Advertising; Power and Influence; Health Care and Treatment

June 2019
Article

Learning From Mum: Cross-National Evidence Linking Maternal Employment and Adult Children’s Outcomes

By: Kathleen L. McGinn, Mayra Ruiz Castro and Elizabeth Long Lingo

Analyses relying on two international surveys from over 100,000 men and women across 29 countries explore the relationship between maternal employment and adult daughters’ and sons’ employment and domestic outcomes. In the employment sphere, adult daughters, but not... View Details

Keywords: Female Labor Force Participation; Gender Attitudes; Household Labor; Maternal Employment; Social Class; Social Learning Theory; Social Mobility; Employment; Gender; Attitudes; Household; Labor; Learning; Outcome or Result

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April 6, 2011
Blog Post

Boost Power Through Body Language

By: Amy Cuddy

Keywords: Nonverbal Behavior; Power; Influence; Hormones; Nonverbal Communication; Behavior; Power and Influence

October 28, 2012
Editorial

Act Powerful, Be Powerful

By: Amy Cuddy

Keywords: Power; Influence; Nonverbal Behavior; Hormones; Nonverbal Communication; Behavior; Power and Influence

20 Jun 2011
Lessons from the Classroom

Fame, Faith, and Social Activism: Business Lessons from Bono

escalating, high-profile campaign against Third World debt, poverty, war and disease. “Any CEO who thinks his or her job is about maximizing shareholder value is living in the past.” Koehn, a Harvard Business School historian who has studied View Details

Keywords: by Kim Girard; Entertainment & Recreation

May, 2019
Article

Who Would You Like to Work With?: Use of Individual Characteristics and Social Networks in Team Formation Systems

By: Diego Gomez-Zara, Matthew Paras, Marlon Twyman, Jacqueline N. Lane, Leslie A. DeChurch and Noshir Contractor

People and organizations are increasingly using online platforms to assemble teams. In response, HCI researchers have theorized frameworks and created systems to support team assembly. However, little is known about how users search for and choose teammates on these... View Details

Keywords: Team Formation; Groups and Teams; Recruitment; Networks; Diversity

May 2014
Article

Group Membership Alters the Threshold for Mind Perception: The Role of Social Identity, Collective Identification, and Intergroup Threat

By: Leor M. Hackel, Christine E. Looser and Jay J. Van Bavel

Human faces are used as cues to the presence of social agents, and the ability to detect minds and mental states in others occupies a central role in social interaction. In the current research, we present evidence that the human propensity for mind perception is bound... View Details

Keywords: Groups and Teams; Identity; Personal Characteristics; Cognition and Thinking

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September 2023
Case

The Meteoric Rise of Skims

By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger

Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who... View Details

August 2012
Teaching Note

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira

The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in... View Details

Keywords: Viral Marketing; Viral Ads; Virality; Mekanism; Advertising Agency; Social Media; Influencer; Storytelling; Advertising Content; Advertising; Advertising Industry; North and Central America

June 2018
Article

Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged

By: Clarence Lee, Elie Ofek and Thomas Steenburgh

We study how digital service firms can develop an active customer base, focusing on two questions. First, how does the way that customers use the service postadoption to meet their own needs (personal usage) and to interact with one another (social usage) vary across... View Details

Keywords: Customer Engagement; Adoption Routes; Word-of-Mouth; Digital Marketing; Bayesian Estimation; Customers; Communication; Consumer Behavior; Marketing; Internet and the Web; Analytics and Data Science

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July – August 2011
Article

The Enabling Role of Social Position in Diverging from the Institutional Status Quo: Evidence from the U.K. National Health Service

By: Julie Battilana

This study examines the relationship between social position, both within the field and within the organization, and the likelihood of individual actors initiating organizational changes that diverge from the institutional status quo. I explore this relationship using... View Details

Keywords: Status and Position; Transformation; Organizational Change and Adaptation; Projects; Leading Change; Managerial Roles; Relationships; Power and Influence; Health Industry; United Kingdom

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October 3, 2012
Blog Post

Tonight's Presidential Debate Will Be Decided by Body Language

By: Amy Cuddy

Keywords: Nonverbal Behavior; Persuasion; Influence; Public Speaking; Nonverbal Communication; Behavior; Debates; Power and Influence

1979
Chapter

Learning from Mistakes Is Easier Said than Done: Group and Organization Influences on the Detection and Correction of Human Error

By: A. Edmondson

Keywords: Learning; Perception; Attitudes; Groups and Teams; Organizational Culture; Power and Influence

28 Apr 2014
Research & Ideas

Football Stars Debate ‘The Social Capital of the Savvy Athlete’

industry. The forum began with a discussion about the marketing power of social media, but quickly evolved into a conversation about race issues in the sports entertainment industry. 'unbelievable Platform' All acknowledged that Twitter... View Details

Keywords: by Carmen Nobel; Sports

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