Maximilian Beichert

Assistant Professor of Marketing @Unibocconi PostDoc @HECParis with a main focus on #usergeneratedcontent #socialcommerce #influencermarketing

[Maximilian Beichert @docmaxdi]

Discover why bigger isn't always better in influencer marketing. Our @JofMarketing study shows nano #influencers are very cost-effective for immediate revenue generation in a #DTC setting! @docbayerl https://t.co/5GiSMoBmSh

[Jeremy Yang @jeremyzyang]

How AI agents reshape knowledge work

[Marketing Science @Mrktng_Science]

Articles in Advance 01/26 (2 of 4)

"The Value of Silence: The Effect of UMG’s Licensing Dispute with TikTok on Music Demand" by

@MengjjeCheng, Elie Ofek, Hema Yoganarasimhan

https://t.co/7yUTzaKWoy

[Jeremy Yang @jeremyzyang]

🤖📰 Who is using AI agents? How intensively are they using them? And what are they using them for? We study these questions in a new working paper with @perplexity_ai that presents the first large-scale field study of general-purpose AI agents. A thread:

[Marketing Science @Mrktng_Science]

Newly Accepted Articles 10/25 (2 of 5)

"The Value of Silence: The Effect of UMG's Licensing Dispute with TikTok on Music Demand" by

Ofek, Elie ; Yoganarasimhan, Hema ; Cheng, Mengjie

[Marketing Science @Mrktng_Science]

Articles in Advance 09/25 (3 of 5)

"Investigating the Impact of Advertising on Smoking Cessation: The Role of Direct-to-Consumer Prescription Drug Advertising" by Loghmani, Erfan; Goli, Ali @LoghmaniErfan @GoliAlii

https://t.co/zUIEaXPgxQ

[Andreas Bayerl, Dr. @docbayerl]

@JofMarketing @ama_journals @docmaxdi 🤩🏆

[Marketing Science @Mrktng_Science]

Articles in advance 03/25 (3 of 12)

Frontiers: "How Much Influencer Marketing Is Undisclosed? Evidence from Twitter" by Daniel Ershov, Yanting He, Stephan Seiler @ershov_daniel @YantingHe_ @SeilerStephan

https://t.co/atOOtN35g9

[Journal of Marketing @JofMarketing]

In response to #GDPR policy, a Journal of Marketing study shows that nearly 50% of firms use some level of persuasion to get users to opt into #datacollection. While effective, this can also backfire. Learn more: https://t.co/1C8us1uZJC

@sara_vale_sara @PManchanda_ @Aggiul

[Andreas Bayerl, Dr. @docbayerl]

Thank you @mayukhdifferent for taking the time to have an AI talk about our paper in @JofMarketing in a podcast-style. Really surprisingly good!!
@docmaxdi

[Andreas Bayerl, Dr. @docbayerl]

Mine is @docmaxdi

[Andreas Bayerl, Dr. @docbayerl]

My second ever publication just came out in @NatureHumBehav. Across 1.2 billion observations, we establish what we call a “gender rating gap in online reviews”. It follows a summarizing thread 🧵. Link to paper in the end. (1/8)

[Journal of Marketing @JofMarketing]

In a Journal of Marketing study featured in @HarvardBiz, researchers analyzed nearly 2 million purchases, discovering that influencers with fewer than 10,000 followers delivered far better returns.

@docmaxdi @docbayerl #influencermarketing
https://t.co/aQpCLM40RM

[Puneet Manchanda @PManchanda_]

Very happy to note that my paper (w/ #XingyiLi, #YitingDeng & @Bdereyck) on the impact of expert ratings is now forthcoming at #ManagementScience! We are very grateful to the review team, led by DE #EricAnderson, which was tough but fair, providing constructive advice

[Silvia Bellezza @S_Bellezza]

Who do you hold in higher regard: Barack Obama, known for working long hours from early morning, or Keir Starmer, who has vowed not to work past 6 PM on Fridays? I explore this question in this op-ed.
@Columbia_Biz @adamrasmi @TIME
https://t.co/SxQSP8CMqr

[Sinan Aral @sinanaral]

I wrote extensively about Pavel Durov in the Hype Machine. "Russia's Neo" personifies both the promise and the peril of the Hype Machine... A path to personal freedom and protection from tyranny on one hand... A clock for clandestine evil on the other.

The need to balance the promise the promise (and how to do it) is why I wrote the book...

[Avinash (Avi) Collis @avi_collis]

Our new working paper where we analyze a decade long experiment on Facebook where 0.5% of users never see ads: https://t.co/ogjhRu8y9V

[Jūra Liaukonytė @JuraWho]

🚨New working paper alert!🚨

Does 'canceling' an artist on social media affect their music consumption? Daniel Winkler, @roamer_09, and I explore this in our new paper.

Spoiler: The answer is more complicated than you think.

[Reinhold Kesler @reinholdkesler]

It will be interesting to see, how well SearchGPT is going to work with many websites shutting down the OpenAI crawler and thereby the access to the website data. The Data Provenance Initiative very recently found 1 in 4 top domains do so already in April 2024.

[Journal of Marketing @JofMarketing]

This Journal of Marketing study finds that influencers with smaller followings provide more ROI than influencers with large followings, challenging the notion that larger audiences guarantee better outcomes 🎧

@docmaxdi @docbayerl #influencermarketing
https://t.co/3wVXIRYgC7

[Journal of Marketing @JofMarketing]

Do influencers with the largest follower counts always get the best results?

A new Journal of Marketing study featured in @mitsmr finds that influencers with smaller followings deliver better #roi.

#influencermarketing @docmaxdi @docbayerl
https://t.co/95KaZrUC3E