Hema Yoganarasimhan

University of Washington

Associate Professor

481 Paccar Hall

Seattle, WA 98195

United States

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

SCHOLARLY PAPERS

21

DOWNLOADS

5,360

SSRN CITATIONS

181

CROSSREF CITATIONS

40

Scholarly Papers (21)

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 788 (59,899)
Citation 8

Abstract:

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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 632 (79,764)
Citation 53

Abstract:

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

3.

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 521 (101,448)
Citation 17

Abstract:

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online reputation systems, reputation, dynamic structural models, auction

4.

Search Personalization Using Machine Learning

Number of pages: 52 Posted: 06 Apr 2015 Last Revised: 28 Jul 2017
Hema Yoganarasimhan
University of Washington
Downloads 514 (103,147)
Citation 18

Abstract:

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

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 413 (133,606)
Citation 3

Abstract:

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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 370 (153,061)
Citation 8

Abstract:

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Machine learning, marketing

7.

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 266 (214,172)
Citation 5

Abstract:

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

8.

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 239 (238,010)

Abstract:

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

9.

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 234 (242,975)
Citation 4

Abstract:

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

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 223 (254,348)
Citation 1

Abstract:

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

11.

Estimation of Beauty Contest Auctions

Number of pages: 46 Posted: 14 Apr 2013 Last Revised: 23 Dec 2014
Hema Yoganarasimhan
University of Washington
Downloads 204 (276,249)
Citation 6

Abstract:

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

12.

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 194 (289,135)
Citation 16

Abstract:

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

13.

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 175 (316,926)
Citation 7

Abstract:

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

14.

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 157 (347,797)
Citation 1

Abstract:

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

15.

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 124 (418,979)

Abstract:

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Choice Models, Demand Estimation, Permutation Invariance, Set Functions

16.

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 94 (510,367)
Citation 7

Abstract:

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Blogs, Network Formation, Marketing, Internet

17.

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 72 (598,211)

Abstract:

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group decision, polarization, social choice

18.

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 66 (626,561)

Abstract:

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

19.

Channel Choice and Customer Value

Number of pages: 41 Posted: 06 Mar 2024 Last Revised: 09 Mar 2024
Shirsho Biswas, Hema Yoganarasimhan and Haonan Zhang
University of Washington - Michael G. Foster School of Business, University of Washington and University of Washington - Department of Information Systems and Operations Management
Downloads 46 (740,657)

Abstract:

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Retailing, COVID-19, Omnichannel, Channel choice, Customer value, Natural Experiment

20.

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 28 (879,580)

Abstract:

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

21.

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:

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