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  • All HBS Web  (1,555)
    • People  (10)
    • News  (412)
    • Research  (846)
    • Events  (6)
    • Multimedia  (15)
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  • October 2, 2012
  • Article

Fund Managers Eager to Use Social Media are Held Back by Industry Regulations

By: Robert C. Pozen and Theresa Hamacher
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Pozen, Robert C., and Theresa Hamacher. "Fund Managers Eager to Use Social Media are Held Back by Industry Regulations." Washington Post (October 2, 2012).
  • May–June 2019
  • Article

U-Shaped Conformity in Online Social Networks

By: Monic Sun, Michael Zhang and Feng Zhu
We explore how people balance their needs to belong and to be different from their friends by studying their choices of a virtual-house wall color on a leading Chinese social-networking site. The setting enables us to randomize both the popular color and the adoption... View Details
Keywords: Conformity; Normative Social Influence; Social Networks; Field Experiment; Social and Collaborative Networks; Behavior; Attitudes; Social Media
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Sun, Monic, Michael Zhang, and Feng Zhu. "U-Shaped Conformity in Online Social Networks." Marketing Science 38, no. 3 (May–June 2019): 461–480.
  • Article

Dynamic Multi-Relational Chinese Restaurant Process for Analyzing Influences on Users in Social Media

By: Himabindu Lakkaraju, Indrajit Bhattacharya and Chiranjib Bhattacharyya
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Lakkaraju, Himabindu, Indrajit Bhattacharya, and Chiranjib Bhattacharyya. "Dynamic Multi-Relational Chinese Restaurant Process for Analyzing Influences on Users in Social Media." Proceedings of the IEEE International Conference on Data Mining 12th (2012).
  • 2018
  • Working Paper

Us and Them: Predicting Firm Stock Performance via Social Media Sentiment about Competitors

By: Frank Nagle
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Nagle, Frank. "Us and Them: Predicting Firm Stock Performance via Social Media Sentiment about Competitors." Working Paper, November 2018.
  • October 2006 (Revised February 2007)
  • Background Note

How Media Choices are Changing Online Advertising

By: Stephen P. Bradley and Nancy Bartlett
What is the response by advertisers as media consumption moves to the digital medium? Provides an overview of online advertising in mid-2006 and discusses the impact of an increasingly fractured media landscape and its accompanying expanding advertising options. View Details
Keywords: Digital Marketing; News; Media; Emerging Markets; Internet and the Web; Perspective; Disruption; Journalism and News Industry
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Bradley, Stephen P., and Nancy Bartlett. "How Media Choices are Changing Online Advertising." Harvard Business School Background Note 707-458, October 2006. (Revised February 2007.)
  • 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
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Athey, Susan, Kristen Grabarz, Michael Luca, and Nils Wernerfelt. "Digital Public Health Interventions at Scale: The Impact of Social Media Advertising on Beliefs and Outcomes Related to COVID Vaccines." e2208110120. Proceedings of the National Academy of Sciences 120, no. 5 (January 23, 2023).
  • June 2018
  • Supplement

Knowledge Sharing at REMA 1000 (B)

By: Tatiana Sandino and Olivia Hull
Supplement to HBS No. 118-007, "Knowledge Sharing at REMA 1000 (A)." Chief Human Resources Officer Tore Høylie was proud of REMA 1000 (REMA)’s strong employee engagement with Workplace, Facebook’s corporate social media platform; however, some users complained that the... View Details
Keywords: Social Network; Enterprise Social Media; Facebook; Workplace; Social and Collaborative Networks; Communication Technology; Problems and Challenges; Social Media; Retail Industry; Norway
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Sandino, Tatiana, and Olivia Hull. "Knowledge Sharing at REMA 1000 (B)." Harvard Business School Supplement 118-072, June 2018.
  • Article

Contagion of Cooperation in Static and Fluid Social Networks

By: Jillian J. Jordan, David G. Rand, Samuel Arbesman, James H. Fowler and Nicholas A. Christakis
Cooperation is essential for successful human societies. Thus, understanding how cooperative and selfish behaviors spread from person to person is a topic of theoretical and practical importance. Previous laboratory experiments provide clear evidence of social... View Details
Keywords: Social Contagion; Social Networks; Cooperation; Behavior; Social Media
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Jordan, Jillian J., David G. Rand, Samuel Arbesman, James H. Fowler, and Nicholas A. Christakis. "Contagion of Cooperation in Static and Fluid Social Networks." PLoS ONE 8, no. 6 (June 2013).
  • 02 Jun 2014
  • Research & Ideas

Excerpt: ‘A Social Strategy’

book excerpt What My Research Revealed, In Broad Strokes From A Social Strategy: How We Profit From Social Media By Mikolaj Jan Piskorski As I began my research, it quickly... View Details
  • June 2011
  • Background Note

It's a Social World

By: Stephen P. Bradley and Nancy Bartlett
Social media had fashioned the lives of individuals and communities by 2010, providing an opportunity and a challenge for companies of all sizes. This note provides background on various social media (e.g. social networks, forums, games and communication services) and... View Details
Keywords: Customer Relationship Management; Brands and Branding; Marketing Strategy; Media; Service Operations; Sales; Opportunities; Corporate Strategy; Web
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Bradley, Stephen P., and Nancy Bartlett. "It's a Social World." Harvard Business School Background Note 711-544, June 2011.
  • Article

What's in a Name? Understanding the Interplay Between Titles, Content, and Communities in Social Media

By: Himabindu Lakkaraju, Julian McAuley and Jure Leskovec
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Lakkaraju, Himabindu, Julian McAuley, and Jure Leskovec. "What's in a Name? Understanding the Interplay Between Titles, Content, and Communities in Social Media." Proceedings of the International AAAI Conference on Weblogs and Social Media 7th (2013).
  • 2025
  • Working Paper

Investor Influence on Media Coverage: Evidence from Venture Capital-Backed Startups

By: Brian K. Baik and Albert Shin
We examine whether and how investors influence media coverage of their private portfolio companies. Using a stacked difference-in-differences design, we find that media coverage of startups increases significantly following venture capital (VC) investment. The effect... View Details
Keywords: Venture Capital; Entrepreneurship; Media; Reputation; Information
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Baik, Brian K., and Albert Shin. "Investor Influence on Media Coverage: Evidence from Venture Capital-Backed Startups." Harvard Business School Working Paper, No. 24-073, May 2024. (Revised April 2025.)
  • April 2012 (Revised March 2014)
  • Case

Social Strategy at Nike

By: Mikolaj Jan Piskorski and Ryan Johnson
Nike, which first started experimenting with social media and networking in 2004, has been consistently reducing its spending on traditional advertising. Yet, Nike has not pulled back on its overall marketing budget, instead opting to focus on "nontraditional"... View Details
Keywords: Strategy; Advertising Campaigns; Social and Collaborative Networks; Online Advertising; Apparel and Accessories Industry; Sports Industry
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Piskorski, Mikolaj Jan, and Ryan Johnson. "Social Strategy at Nike." Harvard Business School Case 712-484, April 2012. (Revised March 2014.)
  • 2017
  • Working Paper

Shopping for Confirmation: How Disconfirming Feedback Shapes Social Networks

By: Paul Green Jr., Francesca Gino and Bradley Staats
Many organizations employ interpersonal feedback processes as a structured means of informing and motivating employee improvement. Ample evidence suggests that these feedback processes are largely ineffective, and despite a wealth of prescriptive literature, these... View Details
Keywords: Developmental Feedback; Self-concept; Positive Illusions; Social Network; Threat; Identity; Social and Collaborative Networks; Behavior; Performance; Social Media
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Green, Paul, Jr., Francesca Gino, and Bradley Staats. "Shopping for Confirmation: How Disconfirming Feedback Shapes Social Networks." Harvard Business School Working Paper, No. 18-028, September 2017.
  • December 2019
  • Case

Steemit: A New Social Media?

By: Ramon Casadesus-Masanell, Alexander White and Karen Elterman
This case discusses the alternative social media site Steemit, including the principles it was founded on in 2016 and the challenges it faced in 2019. Steemit was a blockchain-based platform that aimed to differentiate itself from other social media companies by... View Details
Keywords: Decision Making; Decisions; Voting; Economic Systems; Money; Fairness; Values and Beliefs; Goals and Objectives; Digital Platforms; Product Design; Design; Problems and Challenges; Network Effects; Motivation and Incentives; Social and Collaborative Networks; Reputation; Business Strategy; Competition; Internet and the Web; Social Media; Entertainment and Recreation Industry; United States; Virginia; New York (city, NY)
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Casadesus-Masanell, Ramon, Alexander White, and Karen Elterman. "Steemit: A New Social Media?" Harvard Business School Case 720-428, December 2019.
  • Research Summary

Overview

When information is digitized, it can be aggregated and shared nearly instantly. I am interested in how this acceleration in the aggregation and availability of information, via digitization, affects firms and firm strategy. Platforms have emerged as marketplaces for... View Details
Keywords: Market Platforms; Social Media; Information Disclosure; Platform Strategy; Innovation Strategy; Collaborative Innovation and Invention; Technological Innovation; Intellectual Property; Information; Technology Platform; Information Industry; Information Technology Industry; Technology Industry; Web Services Industry
  • April 2012 (Revised March 2013)
  • Case

Social Strategy at Harvard Business Review

By: Mikolaj Jan Piskorski and David Chen
The Harvard Business Review (HBR) Group was an early adopter of social media, boasting a robust presence on Twitter, Facebook, and LinkedIn. Now the company is seeking to evolve the Group's efforts from social media to social strategy—and start moving both revenue... View Details
Keywords: Competitive Advantage; Social and Collaborative Networks; Web; Publishing Industry; United States
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Piskorski, Mikolaj Jan, and David Chen. "Social Strategy at Harvard Business Review." Harvard Business School Case 712-481, April 2012. (Revised March 2013.)
  • March 2018 (Revised June 2018)
  • Case

Knowledge Sharing at REMA 1000 (A)

By: Tatiana Sandino and Olivia Hull
A year after Norwegian grocery chain REMA 1000 adopted Workplace, Facebook’s enterprise social network, Chief Human Resource Officer Tore Høylie is asked to evaluate its impact on company culture and communication. Almost 90% of the workforce is engaged with the... View Details
Keywords: Social Network; Enterprise Social Media; Facebook; Workplace; Social and Collaborative Networks; Communication Technology; Performance Improvement; Organizational Culture; Knowledge Sharing; Social Media; Retail Industry; Norway
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Sandino, Tatiana, and Olivia Hull. "Knowledge Sharing at REMA 1000 (A)." Harvard Business School Case 118-007, March 2018. (Revised June 2018.)
  • December 2016
  • Article

Social Network Utilization and the Impact of Academic Research in Marketing

By: Stav Rosenzweig, Amir Grinstein and Elie Ofek
The forces that drive the impact of academic research articles in the marketing discipline are of great interests to authors, editors, and the discipline’s policy makers. A key understudied driver is social network utilization by academic researchers. In this paper, we... View Details
Keywords: Social Networks; Academic Reserach; Human Capital; Country Of Origin; Scientometrics; Social and Collaborative Networks; Research; Marketing; Gender; Human Resources; Social Media
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Rosenzweig, Stav, Amir Grinstein, and Elie Ofek. "Social Network Utilization and the Impact of Academic Research in Marketing." International Journal of Research in Marketing 33, no. 4 (December 2016): 818–839.
  • 2021
  • Working Paper

Assessing the Strength of Network Effects in Social Network Platforms

By: Marco Iansiti
Network effects have risen to the forefront of platform competition discussions (e.g. the House Judiciary investigation of competition in digital markets, claiming that Facebook, for example, is entrenched due to strong network effects and high switching costs). While... View Details
Keywords: Social Networks; Platform Competition; Network Effects; Competition; Social Media; Digital Platforms
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Iansiti, Marco. "Assessing the Strength of Network Effects in Social Network Platforms." Harvard Business School Working Paper, No. 21-086, February 2021.
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