Hema Yoganarasimhan

University of Washington

Associate Professor

481 Paccar Hall

Seattle, WA 98195

United States

http://faculty.washington.edu/hemay/

SCHOLARLY PAPERS

24

DOWNLOADS

8,159

TOTAL CITATIONS

179

Scholarly Papers (24)

1.

AI and Personalization

Number of pages: 30 Posted: 10 Jun 2022
Omid Rafieian and Hema Yoganarasimhan
Cornell University - Cornell Tech NYC and University of Washington
Downloads 1,711 (22,073)
Citation 11

Abstract:

Loading...

Personalization, Machine Learning, AI, Consumer Welfare, Privacy, Fairness, Polarization

2.

Targeting and Privacy in Mobile Advertising

Number of pages: 89 Posted: 03 May 2018 Last Revised: 02 Jun 2020
Omid Rafieian and Hema Yoganarasimhan
Cornell University - Cornell Tech NYC and University of Washington
Downloads 810 (64,659)
Citation 68

Abstract:

Loading...

mobile, advertising, targeting, machine learning, behavioral targeting, privacy, auctions, regulation, public policy

3.

Search Personalization Using Machine Learning

Number of pages: 52 Posted: 06 Apr 2015 Last Revised: 28 Jul 2017
Hema Yoganarasimhan
University of Washington
Downloads 658 (84,719)
Citation 18

Abstract:

Loading...

Marketing, Big Data, Machine Learning, Recommendation Engines, Decision Trees, Personalization, Search, E-Commerce

4.

The Value of Reputation in an Online Freelance Marketplace

Number of pages: 53 Posted: 19 Nov 2012 Last Revised: 22 Aug 2014
Hema Yoganarasimhan
University of Washington
Downloads 571 (101,339)
Citation 17

Abstract:

Loading...

online reputation systems, reputation, dynamic structural models, auction

5.

A Bias Correction Approach for Interference in Ranking Experiments

Number of pages: 59 Posted: 30 Jan 2022 Last Revised: 30 May 2023
Ali Goli, Anja Lambrecht and Hema Yoganarasimhan
University of Washington - Michael G. Foster School of Business, London Business School and University of Washington
Downloads 488 (122,858)
Citation 4

Abstract:

Loading...

Experiments, A/B tests, Treatment Effects, Digital platforms, Interference, Machine Learning, Bias Correction

6.

Soul and Machine (Learning)

NYU Stern School of Business
Number of pages: 17 Posted: 24 Sep 2019 Last Revised: 26 Aug 2020
Marshall School of Business - University of Southern California, MIT Sloan School of Management, New York University (NYU) - Leonard N. Stern School of Business, Harvard University - Business School (HBS), Yale School of Management, Duke University, Fuqua School of Business, Boston University - Questrom School of Business, Amazon, University of Michigan, Stephen M. Ross School of Business, University of Michigan, Stephen M. Ross School of Business, Kellogg School of Management, Northwestern University, affiliation not provided to SSRN and University of Washington
Downloads 419 (148,911)
Citation 7

Abstract:

Loading...

Machine learning, marketing

7.

Effective Adaptive Exploration of Prices and Promotions in Choice-Based Demand Models

Number of pages: 66 Posted: 09 May 2023
Lalit Jain, Zhaoqi Li, Erfan Loghmani, Blake Mason and Hema Yoganarasimhan
University of Washington - Michael G. Foster School of Business, University of Washington, University of Washington, Rice University and University of Washington
Downloads 369 (169,958)

Abstract:

Loading...

Demand models, pricing, optimization, bandits, Thompson sampling, dynamic pricing

8.

LOLA: LLM-Assisted Online Learning Algorithm for Content Experiments

Number of pages: 57 Posted: 05 Jun 2024 Last Revised: 26 Nov 2024
Zikun Ye, Hema Yoganarasimhan and Yufeng Zheng
University of Washington - Michael G. Foster School of Business, University of Washington and University of Toronto, Toronto, Canada
Downloads 361 (176,189)

Abstract:

Loading...

LLMs, Content Experiments, Bandits, News, Digital marketing

9.

Star-Cursed Lovers: Role of Popularity Information in Online Dating

Number of pages: 51 Posted: 22 Jul 2019 Last Revised: 16 Mar 2021
Behnaz Bojd and Hema Yoganarasimhan
University of California Irvine and University of Washington
Downloads 331 (191,283)
Citation 5

Abstract:

Loading...

online dating, popularity information, strategic shading, two-sided platforms, mobile marketing, matching markets

10.

How Do Content Producers Respond to Engagement on Social Media Platforms?

Number of pages: 47 Posted: 02 Aug 2022 Last Revised: 26 Apr 2023
Simha Mummalaneni, Hema Yoganarasimhan and Varad Pathak
University of Washington - Michael G. Foster School of Business, University of Washington and affiliation not provided to SSRN
Downloads 315 (201,611)
Citation 2

Abstract:

Loading...

Two-sided platforms, social media, customer engagement, causal machine learning

11.

Impact of Social Network Structure on Content Propagation – A Study Using YouTube Data

Quantitative Marketing and Economics, Vol. 10, No. 1, 2012
Number of pages: 49 Posted: 19 Nov 2012
Hema Yoganarasimhan
University of Washington
Downloads 287 (223,375)
Citation 4

Abstract:

Loading...

Social Network, YouTube, Diffusion, Social Media, User Generated Content, Network Structure, Online Video, Social Influence, Contagion

12.

From Feeds to Inboxes: A Comparative Study of Polarization in Facebook and Email News Sharing

Number of pages: 39 Posted: 20 Dec 2023
Hema Yoganarasimhan and Irina Iakovetskaia
University of Washington and Stanford Graduate School of Business
Downloads 238 (268,729)
Citation 1

Abstract:

Loading...

Polarization, Social Media, Large Language Models (LLMs), Facebook, News

13.

The Value of Silence: The Effect of UMG's Licensing Dispute with TikTok on Music Demand

Number of pages: 47 Posted: 25 Jun 2024 Last Revised: 01 Nov 2024
Mengjie (Magie) Cheng, Elie Ofek and Hema Yoganarasimhan
Harvard University - Business School (HBS), Harvard Business School - Marketing Unit and University of Washington
Downloads 221 (288,661)

Abstract:

Loading...

Social media, Music Streaming, Content Monetization, Music Consumption, TikTok, Digitization

14.

Estimation of Beauty Contest Auctions

Number of pages: 46 Posted: 14 Apr 2013 Last Revised: 23 Dec 2014
Hema Yoganarasimhan
University of Washington
Downloads 218 (293,698)
Citation 6

Abstract:

Loading...

auction, structural model, unobserved heterogeneity, nonparametric, EM algorithm

15.

Design and Evaluation of Personalized Free Trials

Number of pages: 55 Posted: 06 Aug 2020
Hema Yoganarasimhan, Ebrahim Barzegary and Abhishek Pani
University of Washington, affiliation not provided to SSRN and Independent
Downloads 216 (294,982)
Citation 19

Abstract:

Loading...

free trials, targeting, personalization, counterfactual policy evaluation, field experiment, machine learning, policy design, digital marketing

16.

Variety Effects in Mobile Advertising

Number of pages: 79 Posted: 06 Aug 2020 Last Revised: 09 Oct 2021
Omid Rafieian and Hema Yoganarasimhan
Cornell University - Cornell Tech NYC and University of Washington
Downloads 199 (318,623)
Citation 1

Abstract:

Loading...

mobile advertising, variety, diversity, attention, digitization, sequential decision-making

17.

Identifying the Presence and Cause of Fashion Cycles in Data

Number of pages: 56 Posted: 20 Nov 2012 Last Revised: 22 Jan 2016
Hema Yoganarasimhan
University of Washington
Downloads 193 (327,660)
Citation 8

Abstract:

Loading...

Fashion, Social Influence, Panel Data, Marketing, GMM Estimators

18.

Choice Models and Permutation Invariance: Demand Estimation in Differentiated Products Markets

Number of pages: 49 Posted: 21 Jul 2023 Last Revised: 18 Feb 2024
Amandeep Singh, Ye Liu and Hema Yoganarasimhan
University of Washington - Michael G. Foster School of Business, University of Washington - Michael G. Foster School of Business and University of Washington
Downloads 152 (404,064)
Citation 1

Abstract:

Loading...

Choice Models, Demand Estimation, Permutation Invariance, Set Functions

19.

Link to Success: How Blogs Build an Audience by Promoting Rivals

Management Science, Forthcoming
Number of pages: 34 Posted: 19 Nov 2012
Dina Mayzlin and Hema Yoganarasimhan
University of Southern California - Marshall School of Business and University of Washington
Downloads 134 (446,913)
Citation 7

Abstract:

Loading...

Blogs, Network Formation, Marketing, Internet

20.

Channel Choice and Customer Value

Number of pages: 74 Posted: 06 Mar 2024 Last Revised: 07 Nov 2024
Shirsho Biswas, Hema Yoganarasimhan and Haonan Zhang
University of Washington - Michael G. Foster School of Business, University of Washington and University of Washington
Downloads 126 (472,077)

Abstract:

Loading...

Retailing, COVID-19, Channel choice, Customer value, Multichannel

21.

Polarization in Group Interactions

Number of pages: 47 Posted: 20 Oct 2018
Ganesh Iyer and Hema Yoganarasimhan
University of California, Berkeley - Marketing Group and University of Washington
Downloads 84 (625,580)

Abstract:

Loading...

group decision, polarization, social choice

22.

A Recursive Partitioning Approach for Dynamic Discrete Choice Models in High-Dimensional Settings

Number of pages: 46 Posted: 01 Dec 2023
Ebrahim Barzegary and Hema Yoganarasimhan
affiliation not provided to SSRN and University of Washington
Downloads 54 (781,552)

Abstract:

Loading...

Marketing, Structural Models, Dynamic Discrete Choice Models, Machine Learning, Recursive Partitioning

23.

Visual Polarization Measurement Using Counterfactual Image Generation

Number of pages: 70
Mohammad Mosaffa, Omid Rafieian and Hema Yoganarasimhan
Cornell University - Cornell Tech NYC, Cornell University - Cornell Tech NYC and University of Washington
Downloads 4

Abstract:

Loading...

Polarization, News Media, Politics, Generative Models, Computer Vision, Counterfactual Reasoning

24.

Cloak or Flaunt? The Fashion Dilemma

Marketing Science, Vol. 31, No. 1, 2012, pp. 74-95; DOI: 10.1287/mksc.1110.0689
Posted: 19 Nov 2012
Hema Yoganarasimhan
University of Washington

Abstract:

Loading...

Advertising, Analytic models, Game theory, Marketing strategy, Fashion, Social interactions, Signaling