Shijie Lu

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

Assistant Professor of Marketing

Houston, TX 77204-6021

United States

SCHOLARLY PAPERS

7

DOWNLOADS
Rank 25,061

SSRN RANKINGS

Top 25,061

in Total Papers Downloads

1,847

CITATIONS

6

Scholarly Papers (7)

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 530 (51,117)

Abstract:

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

2.

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 443 (63,953)

Abstract:

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

3.

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 427 (66,844)

Abstract:

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

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 240 (126,630)

Abstract:

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

5.

How to Match Consumers with Advertisers? The Role of Targeting Breadth in Behaviorally Targeted Display Advertising

Marshall School of Business Working Paper No. 17-19
Number of pages: 69 Posted: 06 Jan 2017 Last Revised: 08 May 2019
Shijie Lu and Sha Yang
University of Houston - C.T. Bauer College of Business and University of Southern California - Marshall School of Business
Downloads 186 (161,309)
Citation 3

Abstract:

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Online Advertising, Behavioral Targeting, Internet Marketing, Two-sided Market, Generalized Second-price Auction, Mean Field Equilibrium

6.

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, University of North Carolina - Chapel Hill and University of North Carolina (UNC) at Chapel Hill - Kenan-Flagler Business School
Downloads 21 (513,200)

Abstract:

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Firm-Generated Content, Movies, User-Generated Content

7.

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