5 citations · 8 across the 4 of their papers we have counts for
5 papers
What Drives Virtual Influencer's Impact?
Giovanni Luca Cascio Rizzo, Jonah Berger, Francisco Villarroel
In the midst of the influencer marketing boom, more and more companies are shifting resources from real to virtual (or computer-generated) influencers. But while virtual influencer…
Style, Content, and the Success of Ideas
Reihane Boghrati, Jonah Berger, Grant Packard
Why do some things succeed in the marketplace of ideas? While some argue that content drives success, others suggest that style, or the way ideas are presented, also plays an impor…
Quantifying Gender Bias in Consumer Culture
Reihane Boghrati, Jonah Berger
Cultural items like songs have an important impact in creating and reinforcing stereotypes, biases, and discrimination. But the actual nature of such items is often less transparen…
Do Facial Expressions Predict Ad Sharing? A Large-Scale Observational Study
Daniel McDuff, Jonah Berger
People often share news and information with their social connections, but why do some advertisements get shared more than others? A large-scale test examines whether facial respon…
A Data-driven Study of View Duration on YouTube
Minsu Park, Mor Naaman, Jonah Berger
Video watching had emerged as one of the most frequent media activities on the Internet. Yet, little is known about how users watch online video. Using two distinct YouTube dataset…