Hongshuang (Alice) Li

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

Fisher Hall 544

2100 Neil Ave

Columbus, OH 43210

United States

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

SCHOLARLY PAPERS

6

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2,144

SSRN CITATIONS
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Top 18,151

in Total Papers Citations

21

CROSSREF CITATIONS

33

Ideas:
“  marketing analytics, textual analysis, sampling, and software as a service  ”

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

Scholarly Papers (6)

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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 Hongshuang (Alice) Li
University of Maryland - Robert H. Smith School of Business and Ohio State University (OSU) - Department of Marketing and Logistics
Downloads 979 (25,402)
Citation 6

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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
Hongshuang (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 820 (32,675)
Citation 11

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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.

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
Hongshuang (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 126 (249,899)
Citation 3

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4.

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
Hongshuang (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 110 (275,935)
Citation 2

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

5.

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 Hongshuang (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 94 (306,575)

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

6.

Charting the Path to Purchase Using Topic Models

Number of pages: 73 Posted: 27 Sep 2020
Hongshuang (Alice) Li and Liye Ma
Ohio State University (OSU) - Department of Marketing and Logistics and University of Maryland - Department of Marketing
Downloads 15 (611,013)

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