Online Marketing - Publications - Faculty & Research

26 Aug 2019
Research & Ideas

Lipstick Tips: How Influencers Are Making Over Beauty Marketing

Instagram and YouTube. In the competition for the consumer’s attention, influencers are winning with pretty packages of photos and videos, as consumers increasingly reject more traditional forms of marketing like TV commercials and... View Details

Keywords: by Dina Gerdeman; Consumer Products; Beauty & Cosmetics

Web

Credential of Digital Innovation and Strategy | HBS Online

Successfully completed Leading in the Digital World, Design Thinking and Innovation, Digital Marketing Strategy, and Winning with Digital Platforms [Completion Year] List your credential on your LinkedIn profile under "Education" as... View Details

01 Jun 2018
News

Disrupting India’s Dental Market

all confined to India, although some of the auxiliary services Clove has developed could be marketed beyond. For example, Singh created an online marketplace for dental instruments and equipment, called... View Details

Keywords: Sasha Issenberg

08 Nov 2021
News

As Online Car Shopping and Prices Surge, CarGurus Rides the Wave

2015
Other Unpublished Work

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Lingling Zhang, Clarence Lee and Anita Elberse

Keywords: Digital Marketing; Advertising Campaigns

Citation

06 Mar 2020
Working Paper Summaries

Consumer Protection in an Online World: An Analysis of Occupational Licensing

Keywords: by Chiara Farronato, Andrey Fradkin, Bradley Larsen, and Erik Brynjolfsson; Service

02 May 2005
What Do You Think?

Where is Consumer Generated Marketing Taking Us?

Summing Up Consumer generated marketing is a fact of life to which all of us will have to adapt. Adaptation means learning how to use CGM to provide one form of input in fashioning product and marketing... View Details

Keywords: by James Heskett

02 Aug 2010
Research & Ideas

Modern Indian Art: The Birth of a Market

economically more valuable, in keeping with the values of fine art more generally. Q: Why did you use the Indian art market as the basis for your study on how categories evolve? A: Our interest began when we wrote a case on... View Details

Keywords: by Sean Silverthorne

2021
Working Paper

Equilibrium Effects of Pay Transparency

By: Zoë B. Cullen and Bobak Pakzad-Hurson

The public discourse around pay transparency has focused on the direct effect: how workers seek to rectify newly-disclosed pay inequities through renegotiations. The question of how wage-setting and hiring practices of the firm respond in equilibrium has received... View Details

Keywords: Pay Transparency; Online Labor Market; Privacy; Wage Gap; Negotiation; Corporate Disclosure; Compensation and Benefits; Gender

Citation

2021
Working Paper

Digital Labor Market Inequality and the Decline of IT Exceptionalism

By: Ruiqing Cao and Shane Greenstein

Several decades of expansion in digital communications, web commerce, and online distribution have altered regional IT labor market returns in the United States. IT occupations experienced similar wage growth as STEM occupations involving IT-related work activities,... View Details

Keywords: Information Technology; Labor; Wages; Equality and Inequality

Citation

SSRN

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Jun 2011
Conference Presentation

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Anita Elberse

Keywords: Internet and the Web; Advertising

Citation

May 2011 - 2011
Conference Presentation

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Anita Elberse

Keywords: Internet and the Web; Advertising

Citation

13 Nov 2019
Research & Ideas

Don't Turn Your Marketing Function Over to AI Just Yet

Imagine a future in which a smart marketing machine can predict the needs and habits of individual consumers and the dynamics of competitors across industries and markets. This device would collect data to answer strategic questions,... View Details

Keywords: by Kristen Senz

May 2011
Conference Presentation

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Anita Elberse

Keywords: Internet and the Web; Advertising

Citation

Article

The Cost Structure, Customer Profitability, and Retention Implications of Self-Service Distribution Channels: Evidence from Customer Behavior in an Online Banking Channel

By: Dennis Campbell and Frances X. Frei

This paper uses the context of online banking to investigate the consequences of employing self-service distribution channels to alter customer interactions with the firm. Using a sample of retail banking customers observed over a 30-month period at a large U.S. bank,... View Details

Keywords: Cost; Service Operations; Distribution Channels; Consumer Behavior; Internet and the Web; Banks and Banking; Technology Adoption; Service Delivery; Market Transactions; Market Participation; Profit; Retail Industry; Banking Industry; United States

Citation

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May 2023
Article

Equilibrium Effects of Pay Transparency

By: Zoë B. Cullen and Bobak Pakzad-Hurson

The public discourse around pay transparency has focused on the direct effect: how workers seek to rectify newly-disclosed pay inequities through renegotiations. The question of how wage-setting and hiring practices of the firm respond in equilibrium has received... View Details

Keywords: Pay Transparency; Online Labor Market; Privacy; Wage Gap; Corporate Disclosure; Wages; Negotiation

Citation

Find at Harvard

Read Now

Web

European and UK Personal Data Collection Disclosure | HBS Online

Additional Privacy Disclosures 1. Introduction These Additional Privacy Disclosures (“Disclosures”) provide information on collection and use of personal data about individuals located in a Relevant Region (as defined below) and supplement the Harvard Business School... View Details

18 Nov 2016
Blog Post

CPD Global Market Update: Singapore

corporate sponsorship of hackathons to help identify new and exciting internet-enabled ventures. There has been a flurry of recent high-profile mergers, with Lazada soon to be acquiring online grocery provider Redmart, and Alibaba now... View Details

Keywords: All Industries

12 Apr 2022
Research & Ideas

Swiping Right: How Data Helped This Online Dating Site Make More Matches

this research is particularly useful for image-driven platforms such as online dating. “Understanding this market is valuable,” he says. If dating platforms could increase user engagement—and therefore... View Details

Keywords: by Kara Baskin