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  • Working Paper

AI in Disguise—How AI-generated Ads' Visual Cues Shape Consumer Perception and Performance

By: Yannick Exner, Jochen Hartmann, Oded Netzer and Shunyuan Zhang
Generative AI’s recent advancements in creating content have offered vast potential to transform the advertising industry. This research investigates the impact of generative AI-enabled visual ad creation on real-world advertising effectiveness. For this purpose, we... View Details
Keywords: Digital Marketing; AI and Machine Learning; Advertising; Consumer Behavior; Advertising Industry
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  • 07 Apr 2023
  • Research & Ideas

When Celebrity ‘Crypto-Influencers’ Rake in Cash, Investors Lose Big

With limited regulatory enforcement and few gatekeepers, crypto influencers with large social-media audiences can move global markets with a single tweet. The most prominent, including celebrities like Kim Kardashian and Lindsay Lohan,... View Details
Keywords: by Kristen Senz
  • 02 Feb 2023
  • Research & Ideas

Why We Still Need Twitter: How Social Media Holds Companies Accountable

would hire 20,000 workers across the US. Similar stories of social media’s power inspired Harvard Business School professors Jonas Heese and Joseph Pacelli to research just how much social media can influence businesses. Their paper, “The... View Details
Keywords: by Kasandra Brabaw; Technology
  • 29 Nov 2022
  • Research & Ideas

How Much More Would Holiday Shoppers Pay to Wear Something Rare?

it.” You Might Also Like: How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing) Burgers with Bugs? What Happens When Restaurants Ignore Online Reviews Dog Eat Dog: Measuring Network Effects Using a... View Details
Keywords: by Michael Blanding; Retail
  • 20 Nov 2018
  • First Look

New Research and Ideas, November 20, 2018

that adjustments grow more stringent and accurate in the months leading up to default and better predict lender default recovery rates. Download working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=52018 Peer Influence on Trade... View Details
Keywords: Dina Gerdeman
  • 23 Oct 2018
  • First Look

New Research and Ideas, October 23, 2018

social issues unrelated to their core business, ranging from environmental issues to LGBT rights and race relations. In the first study of this phenomenon, we implement two field experiments to provide evidence on how CEO activism can View Details
Keywords: Dina Gerdeman
  • 01 Nov 2016
  • First Look

First Look - November 1, 2016

connectedness of digital communication, the dynamic movement of capital, and the changing nature of political boundaries are propelling capitalism into a new form that can be characterized as "virtual capitalism." And global... View Details
Keywords: Sean Silverthorne
  • 14 May 2013
  • First Look

First Look: May 14

of the next blockbuster, why superstars are paid unimaginable sums, and how digital technologies are transforming the entertainment landscape. Full of inside stories about some of the world's most successful entertainment brands,... View Details
Keywords: Sean Silverthorne
  • 30 Nov 2021
  • In Practice

What's the Role of Business in Confronting Climate Change?

The 26th annual United Nations Climate Change Conference of the Parties, also known as COP26, ended with a hard-fought pact that called on businesses and governments to meet their climate change goals faster. The event followed an August report by the Intergovernmental... View Details
Keywords: by Lynn Schenk and Dina Gerdeman
  • 15 Nov 2022
  • Op-Ed

Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)

At the end of June 2022, a video was posted on TikTok with the theme, “I know Victoria’s secret.” The secret was that Victoria was “an old man who lives in Ohio making money off of girls like me cashing in on body issues.” The song was written by Jax, a View Details
Keywords: by John Deighton and Leora Kornfeld
  • 27 Jan 2020
  • Research & Ideas

Hard Work Isn't Enough: How to Find Your Edge

control, and the people pulling them tend to make decisions based on their view of our competence and character. Huang says you need to be aware of how others see you and guide their perceptions, redirecting them when necessary to View Details
Keywords: by Dina Gerdeman
  • 07 Mar 2023
  • HBS Case

ChatGPT: Did Big Tech Set Up the World for an AI Bias Disaster?

the high ground, allowing it to influence norms and policies to mitigate AI bias. But the tech giant’s decision to push out pioneering AI researcher and ethicist Timnit Gebru set the company on a rocky course, contends Harvard Business... View Details
Keywords: by Scott Van Voorhis; Technology
  • 10 Nov 2015
  • First Look

November 10, 2015

confirm that analysts' valuations reflect both state-contingent risk assessments and non-fundamental factors. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=50060 forthcoming International Journal of Research in Marketing Do Display Ads View Details
Keywords: Sean Silverthorne
  • 07 Jun 2011
  • First Look

First Look: June 7

http://www.hbs.edu/research/pdf/11-120.pdf Who Is Governing Whom? Senior Managers, Governance and the Structure of Generosity in Large U.S. Firms Authors:Christopher Marquis and Matthew Lee Abstract We examine how organizational structure View Details
Keywords: Sean Silverthorne
  • 24 Oct 2011
  • Research & Ideas

The Yelp Factor: Are Consumer Reviews Good for Business?

reviews. “Restaurants are a classic example in economics where the consumer has to make a decision based on very little information” Most would agree these sites do influence consumers' decisions. In the paper Reviews, Reputation, and... View Details
Keywords: by Michael Blanding; Food & Beverage
  • 26 Apr 2016
  • First Look

April 26

its stores and its supply chain, lower levels of greenhouse gas emissions, safer products for customers and manufacturers, and better treatment of its workers. The company promoted the idea that its size gave it significant influence in... View Details
Keywords: Sean Silverthorne
  • 2021
  • Working Paper

The Value of Data and Its Impact on Competition

By: Marco Iansiti
Common regulatory perspective on the relationship between data, value, and competition in online platforms has increasingly centered on the volume of data accumulated by incumbent firms. This view posits the existence of "data network effects," where more data leads to... View Details
Keywords: Online Platforms; Data Network Effects; Analytics and Data Science; Value; Competition; Digital Platforms
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  • 29 Jan 2013
  • First Look

First Look: Jan. 29

volume may lead to productivity improvement, little is known about how this shift toward outsourcing influences learning by providers of outsourced services. When producing output, the content of the knowledge gained can vary from one... View Details
Keywords: Sean Silverthorne
  • 04 Dec 2012
  • First Look

First Look: December 4

system firm put in place to align innovation. These cases help us to identify the range of outsourcing strategies that system firms could pursue and the factors that appear to influence which one is most appropriate. Read the paper: View Details
Keywords: Carmen Nobel
  • 19 Apr 2004
  • Research & Ideas

Birth of the American Salesman

Influence People, published originally in 1937, remains one of the most popular and draws in part on lessons the author learned working as a salesman for Armour. Q: You trace the world of selling in America and the salesman from the... View Details
Keywords: by Laura Linard

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