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Koen Pauwels
Professor of Marketing
617.373.3260
Expertise
consumer behavior, marketing, marketing metrics, social media marketing

Koen Pauwels in the Press

Koen Pauwels for Northeastern Global News

People examine vehicles on display at an auto show.

Launching a new product during a recession can pay off, Northeastern research shows

Northeastern professor explains how rolling out new products, whether luxury cars or snacks, can succeed in an economic downturn.
The old Jaguar logo.

Will Jaguar’s rebrand hurt the company’s bottom line?

Jaguar’s head-scratching vibe shift may not pay off, says Koen Pauwels, distinguished professor of marketing at Northeastern.
A hand holding an iPhone displaying a Facebook ad.

Why social media is no longer the ‘shiny next big thing’ in marketing, Northeastern researcher explains

“Every time some new medium comes along, it completely eclipses the old medium,” says Northeastern marketing professor Koen Pauwels.
A TV screen showing a split of votes between Joe Biden and Donald Trump during the 2020 election.

New research sheds light on how the 2016 and 2020 elections were won, lost — and the ‘critical’ role disinformation played

New research provides insights into how disinformation, social media engagement and news coverage influenced the 2016 and 2020 elections.
A blurred image of streaming service logos.

Netflix, Disney+ and most streamers are hiking their prices. Will customers stick around?

Streamflation is here, but rising prices are only half the story. Northeastern marketing experts say the shift comes as streamers are trying to move viewers to ad-supported tiers — and become more like traditional TV in the process.
A person lounging in an inflatable pool on the screen

Racial diversity in TV commercials can backfire if not seen as genuine, new study finds

Advertising is considered much more authentic when brands consistently take racial equality into account outside of special occasions, such as Black History Month and Juneteenth, Northeastern researchers report.

Northeastern joins forces with Suffolk Construction to build the future of data

Northeastern’s D’Amore-McKim School of Business is forming a partnership with Suffolk Construction, a national contracting company, to develop data-based solutions to help businesses succeed.

Will fake social media followers derail the booming influencer marketing business?

Celebrities, social media stars, and other online personalities have taken a hit to their credibility in recent months, as millions of their followers have been exposed as fake or bought. But a machine-learning algorithm developed by three Northeastern graduates is giving marketers a way to regain consumer trust and keep their advertising real.

When it comes to social media, consumers trust each other, not big brands

It’s well known that the vast majority of America’s largest corporations use social media platforms to boost their brands, especially Twitter, Facebook, and YouTube. But the precise link between consumers, social media, and shareholder value has gone largely unstudied—until now. In a paper published online in the Journal of Marketing, Northeastern marketing professor Koen Pauwels […]