Yanwu Yang

School of Management, Huazhong University of Science and Technology

1037 Luoyu Road

Hubei 430074

China

SCHOLARLY PAPERS

9

DOWNLOADS

437

SSRN CITATIONS

0

CROSSREF CITATIONS

3

Scholarly Papers (9)

1.

Dynamic Budget Allocation in Competitive Search Advertising

Number of pages: 32 Posted: 06 Feb 2017 Last Revised: 10 Jun 2017
School of Management, Huazhong University of Science and Technology, Graduate School of Management, UC Davis, Tsinghua University, School of Economics and Management and University of Arizona - Department of Management Information Systems
Downloads 217 (191,236)
Citation 4

Abstract:

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2.

The Branding Effect of Sponsored Search Advertising: Value-per-Click vs. Value-per-Impression

Number of pages: 54 Posted: 23 Jun 2017 Last Revised: 21 Oct 2018
School of Management, Huazhong University of Science and Technology, University of Arizona - Department of Management Information Systems, Pennsylvania State University and University of Texas at Dallas - Naveen Jindal School of Management
Downloads 97 (360,959)

Abstract:

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Sponsored Search Advertising, Branding Effect, Direct Response, Advertising Decisions, Budget Decisions

3.

Keyword Optimization in Sponsored Search Advertising: A Multi-Level Computational Framework

Yang, Y., Jansen, B. J., Yang, Y. C., Guo, X., & Zeng, D., (2019). Keyword Optimization in Sponsored Search Advertising: A Multi-Level Computational Framework. IEEE Intelligent Systems, 34(1), 32 - 42.
Number of pages: 11 Posted: 10 Jun 2019 Last Revised: 16 Feb 2022
School of Management, Huazhong University of Science and Technology, Pennsylvania State University, Graduate School of Management, UC Davis, Tsinghua University - School of Economics & Management and University of Arizona - Department of Management Information Systems
Downloads 61 (468,581)

Abstract:

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keyword strategy; keyword optimization; advertising strategy; search advertising

4.

Aggregate Effects of Advertising Decisions: A Complex Systems Look at Search Engine Advertising Via an Experimental Study

Yang, Y., Li, X., Zeng, D., & Jansen, B. J., (2018). Aggregate Effects of Advertising Decisions: A Complex Systems Look at Search Engine Advertising via an Experimental Study, Internet Research, 28(4), 1079-1102.
Number of pages: 25 Posted: 24 Jul 2018 Last Revised: 16 Feb 2022
School of Management, Huazhong University of Science and Technology, City University of Hong Kong (CityU) - Department of Information Systems, Pennsylvania State University and University of Arizona - Department of Management Information Systems
Downloads 47 (525,977)

Abstract:

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search engine advertising, experimental study, simulation, complex systems

5.

Click-Through Rate Prediction in Online Advertising: A Literature Review

Yang, Yanwu and Zhai, Panyu, (2022). Click-through rate prediction in online advertising: a literature review. Information Processing & Management, 59(2): 102853.
Number of pages: 85 Posted: 01 Mar 2022
Yanwu Yang and Panyu Zhai
School of Management, Huazhong University of Science and Technology and Huazhong University of Science and Technology - School of Management
Downloads 11 (756,914)

Abstract:

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click-through rate; CTR prediction; prediction models; online advertising

6.

The path to people’s responses to native advertising in social media: A perspective of self-presentational desire

Yang, Yanwu and Gao, (Lisa) Ting, (2021). The path to people’s responses to native advertising in social media: A perspective of self-presentational desire. Information & Management, 58(3): 103441.
Number of pages: 16 Posted: 11 Nov 2019 Last Revised: 16 Feb 2022
Yanwu Yang and Ting Gao
School of Management, Huazhong University of Science and Technology and School of Management, Huazhong University of Science and Technology
Downloads 4 (821,207)

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advertising responses; native advertising; self-presentational desire; advertising acceptance; advertising engagement

7.

Determinants and Effects of Self-profiling on People’s Engagement with Native Advertising in Social Media: a Self-disclosure Perspective

Posted: 17 Apr 2021
Yanwu Yang, Jun Zhang and Ting Gao
School of Management, Huazhong University of Science and Technology, School of Management, Huazhong University of Science and Technology and School of Management, Huazhong University of Science and Technology

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Advertising engagement, Advertising responses, Self-profiling, Self-disclosure, Native advertising

8.

How Does Series Position Impact People’s Attitudes toward Sponsored Search Advertising? From the Perspective of Signaling Theory

Posted: 29 Jan 2021 Last Revised: 16 Feb 2022
Yanwu Yang and Ting Gao
School of Management, Huazhong University of Science and Technology and School of Management, Huazhong University of Science and Technology

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sponsored search advertising; ad rankings; advertising attitudes; signaling theory; serial position effect

9.

How Search Engine Advertising Affects Sales over Time: An Empirical Investigation

Posted: 15 Sep 2020
School of Management, Huazhong University of Science and Technology, University of Iowa - Department of Business Analytics, University of Arizona - Department of Management Information Systems and Pennsylvania State University

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Online Advertising; Ad-Sales Relationship; Electronic Commerce; Advertising Analytics; Business Intelligence