Sha Yang

Vice Dean for Faculty and Academic Affairs and Ernest Hahn Professor of Marketing
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PhD, MS, MA, The Ohio State University; BA, Renmin University

Sha Yang's research focuses on modeling consumer purchase behavior and market competition. Her recent research interests include search engine advertising and social network. 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. 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. Professor Yang has collaborated with many companies including Visa, Miller Brewing Company, HP, Pepsi Co., CBS, TNS, McCann Ericson,, and China Mobile.
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Yanhao "Max" Wei, Wensi Zhang, Sha Yang, Xi Cheng () "Online Social Network with Communities: Evolvement of Within- and Cross-Community Ties ,".
Yi Zhao, Sha Yang, Matt Shum, Shantanu Dutta () ""Modeling Mean-Deviation-and-Heuristic-Based Expectation: An Application to Consumer Level Progression in Online Gaming" ,"  Forthcoming Management Science.
Lian Jian, Sha Yang, Sulin Ba, Li Lu, Cristal Jiang () "Managing the Crowds: the Effect of Prize Guarantees and In-Process Feedback on Participation in Crowdsourcing Contests ,"  MIS Quarterly  43, 97-112.
He Jia, Sha Yang, Xianghua Lu, CW Park () "Do Consumers Always Spend More When Coupon Face Value is Larger? The Inverted U-Shaped Effect of Coupon Face Value on Consumer Spending Level ,"  Journal of Marketing  82, 70-85.
Mantian Hu, Sha Yang, Daniel Xu () "Learning and Network Effects within Social Networks ,"  Management Science.
Shijie Lu, Sha Yang () "Investigating the Spillover Effect of Keyword Market Entry in Sponsored Search Advertising ,"  Marketing Science  36, 976-998.
Caroline Ducaaroz, Sha Yang, Eric Greenleaf () "Understanding the Impact of Promotional Messages in Internet English Auctions ,"  Journal of Marketing  80, 80-100.
Sha Yang, Shijie Lu, Xianghua Lu () "Modeling Competition and Its Impact in Paid-Search Advertising ,"  Marketing Science  1, 134-153.
Yi Zhao, Sha Yang, Vishal Narayan, Ying Zhao () "Modeling Consumer Learning from Online Product Reviews ,"  Marketing Science  32, 153-169.
Sha Yang, Hu Mantian, Winer Russ, Assael Henry, Xiaohong Chen () "An Empirical Study of Word-Of-Mouth Generation and Consumption ,"  Marketing Science  31, 952-963.