![]() Yang, Sha, Yi Zhao and Ravi Dhar (2010), “Modeling the Under Reporting Bias in Panel Survey Data”, Marketing Science, 29(3), 525-539. Yang, Sha and Anindya Ghose (2010), “Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative or Zero Interdependence?” Marketing Science, 29(4), 602-623. Gu, Jane and Sha Yang (2010), “Quantity-Discount Dependent Consumer Preferences and Competitive Non-linear Pricing,” Journal of Marketing Research, 47(6), 1100-1113. ![]() Yang, Sha, Mantian Hu, Russ Winer, Henry Assael and Xiaohong Chen (2012), “An Empirical Study of Word-Of-Mouth Generation and Consumption,” Marketing Science, 31(6), 952-963. Zhao, Yi, Sha Yang, Vishal Narayan and Ying Zhao (2013), “Modeling Consumer Learning from Online Product Reviews,” Marketing Science, 32(1), 153-169. Yang, Sha, Shijie Lu and Xianghua Lu (2014), “Modeling Competition and Its Impact in Paid-Search Advertising,” Marketing Science, 33(1), 134-153. Lu, Shijie and Sha Yang (2017), “Investigating the Spillover Effect of Competition on Sponsored Search Advertisers’ Keyword Decisions,” forthcoming at Marketing Science.ĭucaaroz, Caroline, Sha Yang and Eric Greenleaf (2016), “Understanding the Impact of Promotional Messages in Internet English Auctions,” Journal of Marketing, 80(2), 80-100. Professor Yang has collaborated with many companies including Visa, Miller Brewing Company, HP, Pepsi Co., CBS, TNS, McCann Ericson,, and China Mobile. Professor Yang has published more than 20 articles, and serves on the editorial board of Journal of Marketing Research, Marketing Science, and Quantitative Marketing and Economics. She is a leader in developing models with sophisticated interactions among consumers and firms, and is a pioneer in introducing Bayesian methods into estimation of such interactions. Her recent research interests include search engine advertising and social network. Sha Yang's research focuses on modeling consumer purchase behavior and market competition.
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