Research finds most effective influencer marketing tactics

A YouTube personality takes a break from chatting about video games to talk about a web hosting service. An Instagram account devoted to beauty spotlights a new haircare product. A TikToker shouts out a fast-food sandwich ...

Study finds same-race friends help teens connect to school

In diverse schools, friends of the same race or ethnicity are influential in shaping teenagers' sense of belonging, finds new research by a multidisciplinary team including Cornell's Adam Hoffman, an expert in psychology ...

Copying others can lead to greater comfort with riskier behavior

The best things in life are unlikely to occur. In many situations, taking at least moderate risks yields higher expected rewards. Yet many people struggle with taking such risks: they are overly cautious and forego high payoffs. ...

What influences the rise of influencers?

A model to describe the formation of online communities and rise of influencers on social media platforms, based on the quality of user generated content, is reported in a study published in Nature Communications. The findings ...

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