Shijie Lu

University of Houston - C.T. Bauer College of Business

Assistant Professor of Marketing

Houston, TX 77204-6021

United States

SCHOLARLY PAPERS

11

DOWNLOADS
Rank 24,073

SSRN RANKINGS

Top 24,073

in Total Papers Downloads

2,172

SSRN CITATIONS
Rank 47,925

SSRN RANKINGS

Top 47,925

in Total Papers Citations

6

CROSSREF CITATIONS

6

Scholarly Papers (11)

1.

Modeling Competition and Its Impact on Paid-Search Advertising

Yang, Sha; Shijie, Lu; and Xianghua, Lu (2013), “Modeling Competition and Its Impact in Paid-Search Advertising,” Marketing Science, Forthcoming., Marshall School of Business Working Paper No. MKT 3-13
Number of pages: 56 Posted: 05 Jul 2013 Last Revised: 01 Jan 2019
Sha Yang, Shijie Lu and Xianghua Lu
University of Southern California - Marshall School of Business, University of Houston - C.T. Bauer College of Business and Fudan University - School of Management
Downloads 550 (54,180)

Abstract:

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Paid-Search Advertising, Competition, Internet Marketing, Bayesian Estimation

2.

Does Piracy Create Online Word-of-Mouth? An Empirical Analysis in Movie Industry

Forthcoming, Management Science (2019)
Number of pages: 58 Posted: 16 Jan 2019
University of Houston - C.T. Bauer College of Business, University of Western Ontario - Richard Ivey School of Business and University of Western Ontario - Marketing Area Group
Downloads 514 (59,063)
Citation 3

Abstract:

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Piracy, Online Word-of-Mouth, Motion Pictures, Movies

3.

Position Auctions with Budget-Constraints: Implications for Advertisers and Publishers

Marketing Science, Forthcoming
Number of pages: 51 Posted: 20 May 2012 Last Revised: 18 Apr 2017
Shijie Lu, Yi Zhu and Anthony J. Dukes
University of Houston - C.T. Bauer College of Business, University of Minnesota - Carlson School of Management and University of Southern California - Marshall School of Business
Downloads 453 (69,027)
Citation 3

Abstract:

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Position Auctions, Generalized Second-Price Auctions, Budget Constraints, Internet Marketing, Online Advertising, Game Theory.

4.

Investigating the Spillover Effect of Keyword Market Entry in Sponsored Search Advertising

Forthcoming at Marketing Science, Marshall School of Business Working Paper No. 17-18
Number of pages: 63 Posted: 06 Jan 2017
Shijie Lu and Sha Yang
University of Houston - C.T. Bauer College of Business and University of Southern California - Marshall School of Business
Downloads 260 (128,890)

Abstract:

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Search Advertising, Competition, Distribution Channel, Entry Game, Keyword Selection, Infomediary, Internet Marketing, Bayesian Estimation

5.

Targeting Breadth in Behaviorally Targeted Display Advertising

Marshall School of Business Working Paper No. 17-19
Number of pages: 46 Posted: 06 Jan 2017 Last Revised: 13 Feb 2020
Shijie Lu and Sha Yang
University of Houston - C.T. Bauer College of Business and University of Southern California - Marshall School of Business
Downloads 213 (156,589)
Citation 3

Abstract:

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Online Advertising, Behavioral Targeting, Targeting Breadth, Generalized Second-Price Auction, Mean Field Equilibrium

6.

Do Larger Audiences Generate Greater Revenues under Pay What You Want? Evidence from a Live Streaming Platform

Kenan Institute of Private Enterprise Research Paper No. 20-04
Number of pages: 72 Posted: 03 Feb 2020
University of Houston - C.T. Bauer College of Business, National University of Singapore, Shenzhen University - Department of Marketing and University of North Carolina (UNC) at Chapel Hill - Kenan-Flagler Business School
Downloads 59 (391,001)

Abstract:

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field experiment, live streaming, pay what you want, social media, tipping, video analysis

7.

The Effect of Over-the-Top Media Services on Piracy Search: Evidence from a Natural Experiment

Marketing Science, Forthcoming
Number of pages: 65 Posted: 14 Jul 2020
University of Houston - C.T. Bauer College of Business, affiliation not provided to SSRN and Indeed
Downloads 43 (448,729)

Abstract:

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piracy, over-the-top service, video streaming, synthetic control, natural experiment

8.

The Ripple Effect of Firm-Generated Content for New Movie Releases

Number of pages: 54 Posted: 11 Mar 2019
University of Houston - C.T. Bauer College of Business, Indeed and University of North Carolina (UNC) at Chapel Hill - Kenan-Flagler Business School
Downloads 42 (452,742)

Abstract:

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Firm-Generated Content, Movies, User-Generated Content

9.

Do Spoilers Really Spoil? Using Topic Modeling to Measure the Effect of Spoiler Reviews on Box Office Revenue

Journal of Marketing, Forthcoming
Number of pages: 64 Posted: 29 Jun 2020
University of Western Ontario, Richard Ivey School of Business, University of Western Ontario - Richard Ivey School of Business and University of Houston - C.T. Bauer College of Business
Downloads 24 (541,867)

Abstract:

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online word of mouth, spoilers, motion pictures, topic model, machine learning

10.

Dynamic Effect of Digital Badges in User-Generated Content Platforms

Number of pages: 54 Posted: 20 Apr 2020
Shijie Lu, Ying Xie and Xingyu Chen
University of Houston - C.T. Bauer College of Business, University of Texas at Dallas and Shenzhen University - Department of Marketing
Downloads 14 (606,154)

Abstract:

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Online Community, User-Generated Content, Digital Badge, Gamification, Hidden Markov Model, Dynamic Choice Model

11.

Modeling Competition and its Impact on Paid-Search Advertising

Marketing Science, Vol. 33, No. 1, 2014; pp. 134-153; DOI: 10.1287/mksc.2013.0812
Posted: 28 Feb 2014
Sha Yang, Shijie Lu and Xianghua Lu
University of Southern California - Marshall School of Business, University of Houston - C.T. Bauer College of Business and Fudan University - School of Management

Abstract:

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paid-search advertising, competition, Internet marketing, Bayesian estimation