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      • Winter 2022
      • Comment

      ‘A Profound Sense of Loss’: Inside Elon Musk’s Twitter Culture Teardown

      By: Rosabeth M. Kanter
      Keywords: Twitter; Leadership; Takeover; Change
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      Kanter, Rosabeth M. "‘A Profound Sense of Loss’: Inside Elon Musk’s Twitter Culture Teardown." Compliance Week (Winter 2022).
      • 2022
      • Working Paper

      Moral Deteriorations Sever Firm Identity

      By: Julian De Freitas, Zarema Khon, Pechthida Kim and Samuel G.B. Johnson
      Firms change over time. Which changes are so damaging that consumers believe the firm’s very identity ceases to exist? We explored this question using Twitter data and eight experiments involving nearly 3,000 subjects. Consumers judged that moral deteriorations were...  View Details
      Keywords: Corporate Identity; Morality; Brand Activism; Social Media; Business Ethics; Firm Stereotypes; Consumer Behavior; Public Opinion; Moral Sensibility; Brands and Branding; Government and Politics
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      De Freitas, Julian, Zarema Khon, Pechthida Kim, and Samuel G.B. Johnson. "Moral Deteriorations Sever Firm Identity." Harvard Business School Working Paper, No. 22-077, June 2022.
      • 2022
      • Article

      Why Facebook and Twitter Opened the Door to NFTs

      By: Scott Duke Kominers
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      Kominers, Scott Duke. "Why Facebook and Twitter Opened the Door to NFTs." Bloomberg Opinion (January 25, 2022).
      • December 2021
      • Article

      Left- and Right-Leaning News Organizations Use Negative Emotional Content and Elicit User Engagement Similarly

      By: Andrea Bellovary, Nathaniel Young and Amit Goldenberg
      Negativity has historically dominated news content; however, little research has examined how news organizations use affect on social media, where content is generally positive. In the current project we ask a few questions: Do news organizations on Twitter use...  View Details
      Keywords: Negative Press; Twitter; Political Affiliation; Affect; News; Media; Internet and the Web; Emotions; Perspective; Social Media
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      Bellovary, Andrea, Nathaniel Young, and Amit Goldenberg. "Left- and Right-Leaning News Organizations Use Negative Emotional Content and Elicit User Engagement Similarly." Affective Science 2, no. 4 (December 2021): 391–396.
      • December 2021
      • Article

      Negativity Spreads More Than Positivity on Twitter after Both Positive and Negative Political Situations

      By: Jonas Paul Schöne, Brian Parkinson and Amit Goldenberg
      What type of emotional language spreads further in political discourses on social media? Previous research has focused on situations that primarily elicited negative emotions, showing that negative language tended to spread further. The current project extends existing...  View Details
      Keywords: Negative Emotions; Emotional Influence; Emotional Resonance; Political Discourse; Emotion Contagion; Intergroup; Interactive Communication; Emotions; Government and Politics; Social Media
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      Schöne, Jonas Paul, Brian Parkinson, and Amit Goldenberg. "Negativity Spreads More Than Positivity on Twitter after Both Positive and Negative Political Situations." Affective Science 2, no. 4 (December 2021): 379–390.
      • 2021
      • Working Paper

      Does Social Media Cause Polarization? Evidence from Access to Twitter Echo Chambers during the 2019 Argentine Presidential Debate

      By: Rafael Di Tella, Ramiro H. Gálvez and Ernesto Schargrodsky
      We study how two groups, those inside vs. those outside echo chambers, react to a political event when we vary social media status (Twitter). Our treatments mimic two strategies often suggested as a way to limit polarization on social media: they expose people to...  View Details
      Keywords: Political Polarization; Political Elections; Internet and the Web; Attitudes; Social Media; Argentina
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      Di Tella, Rafael, Ramiro H. Gálvez, and Ernesto Schargrodsky. "Does Social Media Cause Polarization? Evidence from Access to Twitter Echo Chambers during the 2019 Argentine Presidential Debate." NBER Working Paper Series, No. 29458, November 2021.
      • July 2021 (Revised October 2021)
      • Case

      Trouble at Basecamp: Managing Politics, Polarization, and Conflict in the Workplace (A)

      By: Nour Kteily, Deepak Malhotra and David Lane
      As founders of the software company Basecamp, Jason Fried and David H. Hansson were used to being the subjects of social media attention. Both maintained active and dedicated Twitter followings for their unique perspectives on management and life. But on April 26,...  View Details
      Keywords: Change; Communication; Policy; Diversity; Fairness; Values and Beliefs; Governance; Employees; Working Conditions; Leading Change; Leadership Style; Mission and Purpose; Organizational Culture; Work-Life Balance; Labor and Management Relations; Conflict and Resolution; Identity; Social Issues; Equality and Inequality; Digital Platforms; Conflict Management; Information Technology Industry; United States
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      Kteily, Nour, Deepak Malhotra, and David Lane. "Trouble at Basecamp: Managing Politics, Polarization, and Conflict in the Workplace (A)." Harvard Business School Case 922-003, July 2021. (Revised October 2021.)
      • 2021
      • Book

      Remote Work Revolution: Succeeding from Anywhere

      By: Tsedal Neeley
      The rapid and unprecedented changes brought on by COVID-19 have accelerated the transition to remote working, requiring the wholesale migration of nearly entire companies to virtual work in just weeks, leaving managers and employees scrambling to adjust. This massive...  View Details
      Keywords: Remote Work; Health Pandemics; Employment; Disruption; Organizational Change and Adaptation; Management
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      Neeley, Tsedal. Remote Work Revolution: Succeeding from Anywhere. New York: Harper Business, 2021.
      • May 2020
      • Supplement

      Stock-Based Compensation at Twitter

      By: Jonas Heese
      This video serves as a supplement to "Stock-Based Compensation at Twitter."  View Details
      Keywords: Twitter; Stock-based Compensation
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      Heese, Jonas. "Stock-Based Compensation at Twitter." Harvard Business School Multimedia/Video Supplement 120-712, May 2020.
      • March 2020
      • Supplement

      Stock-Based Compensation at Twitter

      By: Jonas Heese
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      Heese, Jonas. "Stock-Based Compensation at Twitter." Harvard Business School PowerPoint Supplement 120-086, March 2020.
      • Article

      Beyond Emotional Similarity: The Role of Situation-specific Motives

      By: Amit Goldenberg, David Garcia, Eran Halperin, Jamil Zaki, Danyang Kong, Golijeh Golarai and James J. Gross
      It is well established that people often express emotions that are similar to those of other group members. However, people do not always express emotions that are similar to other group members, and the factors that determine when similarity occurs are not yet clear....  View Details
      Keywords: Emotion Contagion; Emotional Influence; Motivation; Group Dynamics; Emotions; Situation or Environment; Motivation and Incentives; Behavior
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      Goldenberg, Amit, David Garcia, Eran Halperin, Jamil Zaki, Danyang Kong, Golijeh Golarai, and James J. Gross. "Beyond Emotional Similarity: The Role of Situation-specific Motives." Journal of Experimental Psychology: General 149, no. 1 (January 2020): 138–159.
      • Article

      Twitter Begs Users to Target Themselves for Ads

      By: Scott Duke Kominers
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      Kominers, Scott Duke. "Twitter Begs Users to Target Themselves for Ads." Bloomberg Opinion (December 30, 2019).
      • May 30, 2019
      • Article

      Twitter Is Showing More Ads Instead of Better Ideas

      By: Scott Duke Kominers
      A social media company that doesn’t know much about its users needs to work harder on its business model.  View Details
      Keywords: Twitter; Business Model; Advertising; Strategy; Social Media
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      Kominers, Scott Duke. "Twitter Is Showing More Ads Instead of Better Ideas." Bloomberg Opinion (May 30, 2019).
      • 2019
      • Book

      Love Your Enemies: How Decent People Can Save America from the Culture of Contempt

      By: Arthur C. Brooks
      To get ahead today, you have to be a jerk, right?

      Divisive politicians. Screaming heads on television. Angry campus activists. Twitter trolls. Today in America, there is an “outrage industrial complex” that prospers by setting American against...  View Details
      Keywords: Political Participation; Political Culture; Moral Sensibility; Government and Politics; Society; United States
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      Brooks, Arthur C. Love Your Enemies: How Decent People Can Save America from the Culture of Contempt. New York: Broadside Books, 2019. (National bestseller.)
      • November 2018 (Revised September 2022)
      • Teaching Note

      Stock-Based Compensation at Twitter

      By: Jonas Heese, Zeya Yang and Mike Young
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      Heese, Jonas, Zeya Yang, and Mike Young. "Stock-Based Compensation at Twitter." Harvard Business School Teaching Note 119-059, November 2018. (Revised September 2022.)
      • October 2018 (Revised September 2022)
      • Case

      Stock-Based Compensation at Twitter

      By: Jonas Heese, Zeya Yang and Mike Young
      Olivia Nash, an analyst at leading hedge fund BlueShark Capital Management, had just finished listening to the hour-long earnings call for Twitter’s Q4 2017 results. Was Twitter doing well? That depended on which numbers she chose to believe. According to Generally...  View Details
      Keywords: Twitter; Non-GAAP Disclosure; Stock-based Compensation; Earnings Management; Corporate Disclosure; Compensation and Benefits; Stocks; Measurement and Metrics
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      Heese, Jonas, Zeya Yang, and Mike Young. "Stock-Based Compensation at Twitter." Harvard Business School Case 119-032, October 2018. (Revised September 2022.)
      • October 2018 (Revised August 2019)
      • Case

      Everybody Knows: Russia and the Election

      By: Rawi Abdelal, Rafael Di Tella and Galit Goldstein
      Following a contentious presidential race, Donald Trump’s 2016 election destabilized America’s status quo. Academics, journalists, politicians and the public at large examined why Trump had won. Many Americans, inside and outside the government, asserted that a...  View Details
      Keywords: Strategic Industry; Strategic Alliances (Business); Business And Government; Business And Public Policy; Business And Society; Media Businesses; Media Content; Media Slant; Media Regulation; Internet Of Everything; Government Policy; Politics; Political Campaigns; Political Strategy; Political Turmoil; Government; Government Regulation; Security; International Business; International Relations; National Security; Political Elections; News; Media; Internet and the Web; Rights; Problems and Challenges; Globalization; Business and Community Relations; Business and Government Relations; Government Legislation; Risk and Uncertainty; Cognition and Thinking; Conflict and Resolution; Identity; Civil Society or Community; Culture; Public Opinion; Social Issues; War; Social Media; Public Administration Industry; United States; Russia
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      Abdelal, Rawi, Rafael Di Tella, and Galit Goldstein. "Everybody Knows: Russia and the Election." Harvard Business School Case 719-012, October 2018. (Revised August 2019.)
      • June 2018
      • Article

      Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged

      By: Clarence Lee, Elie Ofek and Thomas Steenburgh
      We study how digital service firms can develop an active customer base, focusing on two questions. First, how does the way that customers use the service postadoption to meet their own needs (personal usage) and to interact with one another (social usage) vary across...  View Details
      Keywords: Customer Engagement; Adoption Routes; Word-of-Mouth; Digital Marketing; Bayesian Estimation; Customers; Communication; Consumer Behavior; Marketing; Internet and the Web; Analytics and Data Science
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      Lee, Clarence, Elie Ofek, and Thomas Steenburgh. "Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged." Management Science 64, no. 6 (June 2018): 2473–2495. (Lead Article.)
      • Article

      Algorithms Need Managers, Too

      By: Michael Luca, Jon Kleinberg and Sendhil Mullainathan
      Algorithms are powerful predictive tools, but they can run amok when not applied properly. Consider what often happens with social media sites. Today many use algorithms to decide which ads and links to show users. But when these algorithms focus too narrowly on...  View Details
      Keywords: Machine Learning; Algorithms; Predictive Analytics; Management; Big Data; Analytics and Data Science
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      Luca, Michael, Jon Kleinberg, and Sendhil Mullainathan. "Algorithms Need Managers, Too." Harvard Business Review 94, nos. 1/2 (January–February 2016): 96–101.
      • November 2014
      • Article

      Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web

      By: John A. Deighton and Leora Kornfeld
      The new marketing order, as played out on media platforms like YouTube, Twitter and Instagram, is so unlike the order it is displacing that it might seem like bedlam, an asylum of sorts for ideas intelligible only to their creators. And yet, surely, something...  View Details
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      Deighton, John A., and Leora Kornfeld. "Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web." GfK Marketing Intelligence Review 6, no. 2 (November 2014): 28–33.
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