H. Alice Li

Ohio State University (OSU) - Department of Marketing and Logistics

Fisher Hall 538

2100 Neil Ave

Columbus, OH 43210

United States

  • Ohio State University (OSU) - Department of Marketing and Logistics

SCHOLARLY PAPERS

14

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14,395

TOTAL CITATIONS
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Top 13,617

in Total Papers Citations

52

Ideas:
“  Substantive: consumer purchase journey, attribution, marketing mix model, marketing analytics, textual analysis, sampling strategy, and software as a service. Methods: artificial intelligence, deep learning, machine learning, Bayesian statistics, experiments, and econometrics.  ”

  • Ohio State University (OSU) - Department of Marketing and Logistics

Scholarly Papers (14)

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1.

Digital Marketing: A Framework, Review and Research Agenda

P.K. Kannan and Hongshuang (Alice) Li (2017) "Digital marketing: A framework, review and research agenda", International Journal of Research in Marketing, 34(1), pp. 22-45.
Number of pages: 69 Posted: 21 Jul 2017
P.K. Kannan and H. Alice Li
University of Maryland - Robert H. Smith School of Business and Ohio State University (OSU) - Department of Marketing and Logistics
Downloads 10,598 (1,109)
Citation 11

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Digital marketing, Online, Mobile, Internet, Search engine, User generated content, Omni-channel marketing

2.

Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment

Journal of Marketing Research, 51 (February), 40-56, 2014, Kelley School of Business Research Paper No. 15-49, Robert H. Smith School Research Paper No. RHS 2621304
Number of pages: 47 Posted: 23 Jun 2015 Last Revised: 12 Mar 2019
H. Alice Li and P.K. Kannan
Ohio State University (OSU) - Department of Marketing and Logistics and University of Maryland - Robert H. Smith School of Business
Downloads 1,577 (25,274)
Citation 25

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Multi Touch Attribution, MTA, Online multichannel attribution, attribution modeling, touchpoint management, online advertising, display ads, search, carryover, spillover, field experiment, path analysis, purchase funnel

3.

Influencer Marketing Unlocked: Understanding the Value Chains Driving the Creator Economy

HKUST Business School Research Paper No. 2024-187
Number of pages: 65 Posted: 11 Nov 2024 Last Revised: 16 Dec 2024
Barak Libai, Ana Babic Rosario, Maximilian Beichert, Bas Donkers, Michael Haenlein, Reto Hofstetter, P. K. Kannan, Ralf van der Lans, Andreas Lanz, H. Alice Li, Dina Mayzlin, Eitan Muller, Daniel Shapira, Jeremy Yang and Lingling Zhang
Reichman University, University of Denver, Bocconi University, Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE), ESCP Business School, University of St. Gallen (HSG), University of Maryland - Robert H. Smith School of Business, Hong Kong University of Science & Technology (HKUST) - Department of Marketing, University of Basel - Faculty of Business and Economics, Ohio State University (OSU) - Department of Marketing and Logistics, University of Southern California - Marshall School of Business, New York University (NYU) - Department of Marketing, Ben-Gurion University of the Negev, Harvard University and China Europe International Business
Downloads 553 (107,309)

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influencer marketing, creator economy, user-generated content, social media, customer lifetime value, customer equity, platforms, followers

4.

Using Text Analysis in Parallel Mediation Analysis

Number of pages: 43 Posted: 08 Feb 2023 Last Revised: 15 Dec 2023
Judy (Zijing) Zhang, H. Alice Li and Greg M. Allenby
Ohio State University (OSU) - Department of Marketing and Logistics, Ohio State University (OSU) - Department of Marketing and Logistics and Ohio State University (OSU) - Department of Marketing and Logistics
Downloads 350 (183,431)

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topic modeling, lexical priors, semi-supervised LDA, machine learning, heterogeneous effects

5.

Optimal Design of Free Samples for Digital Products and Services

Journal of Marketing Research (2018)
Number of pages: 50 Posted: 31 Aug 2018 Last Revised: 26 Apr 2019
H. Alice Li, Sanjay Jain and P.K. Kannan
Ohio State University (OSU) - Department of Marketing and Logistics, University of Texas at Dallas and University of Maryland - Robert H. Smith School of Business
Downloads 342 (187,580)
Citation 8

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6.

Attribution Strategies and Return on Keyword Investment in Paid Search Advertising

Li, H., Kannan, P. K., Viswanathan, V., & Pani, A. (2016). Attribution strategies and return on keyword investment in paid search advertising. Marketing Science, forthcoming., Kelley School of Business Research Paper No. 16-31
Number of pages: 42 Posted: 20 Apr 2016 Last Revised: 04 Jul 2017
H. Alice Li, P.K. Kannan, Siva Viswanathan and Abhishek Pani
Ohio State University (OSU) - Department of Marketing and Logistics, University of Maryland - Robert H. Smith School of Business, University of Maryland - Robert H. Smith School of Business and Independent
Downloads 242 (268,838)
Citation 3

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attribution strategies, paid search advertising, ROI, keyword specificity, budget allocation, simultaneous equations system

7.

Converting Free Users to Paid Subscribers in SaaS Contexts – The Impact of Marketing Touchpoints, Message Content, and Usage

Production and Operations Management
Number of pages: 55 Posted: 25 Oct 2021
H. Alice Li
Ohio State University (OSU) - Department of Marketing and Logistics
Downloads 216 (300,093)

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Software-as-a-Service, free-trial acquisition, software usage, marketing touchpoints, message content.

8.

Charting the Path to Purchase Using Topic Models

Li, Hongshuang (Alice) and Liye Ma (2020), “Charting the Path to Purchase using Topic Models,” Journal of Marketing Research, 57(6), 1019-1036.
Number of pages: 73 Posted: 27 Sep 2020 Last Revised: 19 Oct 2021
H. Alice Li and Liye Ma
Ohio State University (OSU) - Department of Marketing and Logistics and University of Maryland - Department of Marketing
Downloads 186 (344,920)
Citation 4

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path to purchase, search phrase, textual analysis, topic model, hidden Markov model.

9.

A Hidden Markov Model to Identify Regions of Interest from Eye Movements, with an Application to Nodule Detection in Chest X-Rays

Robert H. Smith School Research Paper No. RHS 2460288
Number of pages: 39 Posted: 30 Jun 2014
Michel Wedel, Jin Yan, Paul Smith, Eliot Siegel and H. Alice Li
University of Maryland - Robert H. Smith School of Business, University of Maryland - College of Computer, Mathematical and Natural Sciences, University of Maryland - College of Computer, Mathematical and Natural Sciences, University of Maryland - School of Medicine and Ohio State University (OSU) - Department of Marketing and Logistics
Downloads 141 (436,809)
Citation 1

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Eye tracking; Reversible Jump Markov Chain Monte Carlo; Hidden Markov Model; Regions of Interest; Lung Cancer; Radiology

10.

Impact of Conflict Delisting and Relisting on Remaining Products in Retail Stores - Sales Gains Across Products Categories and Spillovers to Nearby Stores

Number of pages: 47 Posted: 14 Jan 2023
H. Alice Li and Xiang Wan
Ohio State University (OSU) - Department of Marketing and Logistics and Ohio State University (OSU) - Department of Marketing and Logistics
Downloads 93 (595,568)

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conflict delisting, relisting, stockout, spillover, difference-in-difference, generalized random forest, machine learning.

11.

Gaining from Losing a Competition in Product Variety

Wan, X., & Li, H. A. (2024). Gaining From Losing a Competition in Product Variety. Production and Operations Management, 0(0). https://doi.org/10.1177/10591478241231853
Number of pages: 31 Posted: 06 Apr 2024
Xiang Wan and H. Alice Li
Ohio State University (OSU) - Department of Marketing and Logistics and Ohio State University (OSU) - Department of Marketing and Logistics
Downloads 51 (823,618)

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product variety, innovation, sales dispersion, competition, long-tail product

12.

Unraveling Consumer Purchase Journey Using Neural Network Models

Fisher College of Business Working Paper Forthcoming
Number of pages: 24 Posted: 17 Apr 2024
Victor Churchill, H. Alice Li and Dongbin Xiu
The Ohio State University, Ohio State University (OSU) - Department of Marketing and Logistics and The Ohio State University
Downloads 26 (1,063,745)

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Consumer purchase journey, Multi-channel marketing, Neural networks, Shapley value, Short lookback window, Deep learning

13.

Industry 4.0 Technologies: Empirical Impacts and Decision Framework

Production and Operations Management, 0, 2022 [10.1111/poms.13813]
Number of pages: 46 Posted: 14 Nov 2024
Chunguang Bai, H. Alice Li and Yongbo Xiao
University of Electronic Science and Technology of China, Ohio State University (OSU) - Department of Marketing and Logistics and School of Economics and Management, Tsinghua University
Downloads 19 (1,162,910)

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Industry 4.0 technologies, stock market reaction, financial performance, production disruption, improved efficiency

14.

It's Not Just What You Say, But When You Say It

Number of pages: 40
Max (Chengzhao) Tu, H. Alice Li and Greg M. Allenby
Ohio State University (OSU) - Department of Marketing and Logistics, Ohio State University (OSU) - Department of Marketing and Logistics and Ohio State University (OSU) - Department of Marketing and Logistics
Downloads 1

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Topic Modeling, Valence, Positional Effect, Narrative Structure, Natural Language Processing (NLP)