Song Yao

Washington University in St. Louis - John M. Olin Business School

Associate Professor of Marketing

One Brookings Drive

Campus Box 1133

St. Louis, MO 63130-4899

United States

http://www.songyao.org

SCHOLARLY PAPERS

22

DOWNLOADS
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Top 9,795

in Total Papers Downloads

8,981

SSRN CITATIONS
Rank 6,656

SSRN RANKINGS

Top 6,656

in Total Papers Citations

185

CROSSREF CITATIONS

79

Scholarly Papers (22)

1.

The Impact of Soda Taxes: Pass-Through, Tax Avoidance, and Nutritional Effects

Journal of Marketing Research, 2021, 58(1), 22-49, https://doi.org/10.1177%2F0022243720969401, Stanford University Graduate School of Business Research Paper No. 19-12
Number of pages: 73 Posted: 27 Dec 2018 Last Revised: 08 Jan 2021
Imperial College Business School, Northwestern - Kellogg and Washington University in St. Louis - John M. Olin Business School
Downloads 2,429 (11,217)
Citation 22

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Sin Taxes, Pass-Through, Tax Avoidance, Policy Evaluation, Tax Design

2.

How Do Firms Make Money Selling Digital Goods Online?

Rotman School of Management Working Paper No. 2363658
Number of pages: 17 Posted: 06 Dec 2013 Last Revised: 28 Apr 2014
London Business School, University of Toronto - Rotman School of Management, Massachusetts Institute of Technology (MIT) - Sloan School of Management, New York University (NYU) - Leonard N. Stern School of Business, Microsoft Research New York City, Amazon, McDonough School of Business, Georgetown University, Stanford Graduate School of Business and Washington University in St. Louis - John M. Olin Business School
Downloads 1,241 (31,644)
Citation 7

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revenue models, Internet, online advertising, digital goods, content, information, advertising, cookies

3.

Does Online Word-of-Mouth Increase Demand? (and How?) Evidence from a Natural Experiment

Marketing Science, 36(6), pp. 838-861, 2017, Stanford University Graduate School of Business Research Paper No. 15-62
Number of pages: 58 Posted: 20 Nov 2015 Last Revised: 28 Feb 2018
Stephan Seiler, Song Yao and Wenbo Wang
Imperial College Business School, Washington University in St. Louis - John M. Olin Business School and Hong Kong University of Science & Technology (HKUST) - Department of Marketing
Downloads 754 (63,419)
Citation 18

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Microblogging, Advertising, Social Media, Word of Mouth

4.

Sequential Search with Refinement: Model and Application with Click-Stream Data

Management Science, 63(12), pp. 4345-4365, 2017
Number of pages: 68 Posted: 16 Aug 2012 Last Revised: 28 Feb 2018
Yuxin Chen and Song Yao
New York University (NYU) - Department of Marketing and Washington University in St. Louis - John M. Olin Business School
Downloads 659 (75,419)
Citation 30

Abstract:

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consumer search, click-stream data analysis, electronic commerce, consumer behavior

5.

A Dynamic Model of Sponsored Search Advertising

Marketing Science, Vol. 30, No. 3, pp. 447-468, May-June 2011, NET Institute Working Paper No. 08-16
Number of pages: 70 Posted: 19 Oct 2008 Last Revised: 05 Aug 2014
Song Yao and Carl F. Mela
Washington University in St. Louis - John M. Olin Business School and Duke University - Fuqua School of Business
Downloads 631 (79,580)
Citation 3

Abstract:

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Sponsored Search Advertising, Two-sided Market, Dynamic Game, Structural Models

6.

An Efficiency Paradox of Uberization

Number of pages: 34 Posted: 14 Oct 2019 Last Revised: 15 Oct 2019
affiliation not provided to SSRN, affiliation not provided to SSRN, Washington University in St. Louis - John M. Olin Business School, University of Minnesota - Twin Cities - Carlson School of Management, affiliation not provided to SSRN, Southwest Jiaotong University and Northwestern University
Downloads 368 (151,838)
Citation 13

Abstract:

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7.

TV Channel Search and Commercial Breaks

Journal of Marketing Research, 54(5), pp. 671-686, 2017
Number of pages: 50 Posted: 01 Feb 2015 Last Revised: 28 Feb 2018
Song Yao, Wenbo Wang and Yuxin Chen
Washington University in St. Louis - John M. Olin Business School, Hong Kong University of Science & Technology (HKUST) - Department of Marketing and New York University (NYU) - Department of Marketing
Downloads 356 (157,506)
Citation 6

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Advertising, Television, Consumer Search, Natural Experiment, Demand Estimation

8.

Online Auction Demand

Marketing Science, Vol. 27, No. 5, pp. 861-885, 2008
Number of pages: 59 Posted: 17 Dec 2006 Last Revised: 09 Feb 2009
Song Yao and Carl F. Mela
Washington University in St. Louis - John M. Olin Business School and Duke University - Fuqua School of Business
Downloads 346 (162,478)
Citation 8

Abstract:

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Auctions, Structural Models, Two Sided Markets, Empirical IO, Bayesian Statistics

9.

The Impact of Government Interventions on COVID-19 Spread and Consumer Spending

Number of pages: 37 Posted: 09 Nov 2020 Last Revised: 24 Apr 2024
Georgia Institute of Technology, Washington University in St. Louis - John M. Olin Business School, Olin School - Washington University in St. Louis and Washington University in Saint Louis, John M. Olin Business School, Students
Downloads 294 (193,061)
Citation 1

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COVID-19, Social Distancing, Facial Mask, Non-pharmaceutical Interventions, Consumer Spending

10.

The Impact of Advertising Along the Conversion Funnel

Quantitative Marketing and Economics, 15(3), pp. 241-278., Stanford University Graduate School of Business Research Paper No. 17-17
Number of pages: 41 Posted: 22 Feb 2017 Last Revised: 27 Sep 2018
Stephan Seiler and Song Yao
Imperial College Business School and Washington University in St. Louis - John M. Olin Business School
Downloads 278 (204,459)
Citation 6

Abstract:

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Advertising, Conversion Funnel, Spillovers, Path-tracking Data

11.

Using Machine Learning to Address Customer Privacy Concerns: An Application with Click-stream Data

Number of pages: 22 Posted: 01 Feb 2019
Washington University in St. Louis, Washington University in St. Louis - John M. Olin Business School, Central University of Finance and Economics (CUFE) - Business School and Baifendian Information Technology Co., Ltd.
Downloads 259 (219,506)
Citation 6

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Privacy, Machine Learning, Federated Learning, Gated Recurrent Unit, Click-Stream Data

12.

Sponsored Search Auctions: Research Opportunities in Marketing

Foundations and Trends in Marketing, Vol. 3: No 2, pp. 75-126
Number of pages: 57 Posted: 26 Mar 2009 Last Revised: 30 Mar 2010
Song Yao and Carl F. Mela
Washington University in St. Louis - John M. Olin Business School and Duke University - Fuqua School of Business
Downloads 216 (261,651)

Abstract:

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Auction, Sponsored Search, Advertising, Marketing

13.

Determining Consumers' Discount Rates with Field Studies

Journal of Marketing Research, 49(6), pp. 822-841, 2012
Number of pages: 56 Posted: 12 Jan 2011 Last Revised: 28 Feb 2018
Washington University in St. Louis - John M. Olin Business School, Duke University - Fuqua School of Business, China Europe International Business School (CEIBS) and Northwestern University - Department of Marketing
Downloads 215 (262,814)
Citation 25

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dynamic structural model, identification, forward-looking consumers, pricing, three-part tariff, discount rate

14.

The Design and Targeting of Compliance Promotions

Number of pages: 59 Posted: 11 Feb 2022 Last Revised: 10 Nov 2022
University of Chicago, Booth School of Business, Duke University - Fuqua School of Business, Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM), InterContinental Hotels Group and Washington University in St. Louis - John M. Olin Business School
Downloads 181 (307,064)
Citation 1

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Compliance promotions, Field experiments, Two-sided non-compliance, IV estimation, Marginal treatment effects

15.

Risk Transfer versus Cost Reduction on Two-Sided Microfinance Platforms

Quantitative Marketing and Economics, Vol. 16, No. 3, 2018
Number of pages: 50 Posted: 01 Aug 2016 Last Revised: 04 Oct 2018
Bryan Bollinger and Song Yao
New York University (NYU) - Department of Marketing and Washington University in St. Louis - John M. Olin Business School
Downloads 171 (322,888)
Citation 3

Abstract:

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Microfinance, Crowdfunding, Two-Sided Platforms, FinTech, Lending, Pricing, Risk Transfer

16.

Impact of a Supreme Court Decision on the Preferences of Americans regarding Abortion Policy

Number of pages: 32 Posted: 16 Sep 2022 Last Revised: 13 Jan 2023
Olin School - Washington University in St. Louis, University of California, Los Angeles (UCLA) - Anderson School of Management and Washington University in St. Louis - John M. Olin Business School
Downloads 146 (368,590)

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Voting, Conjoint, Abortion Policy, Supreme Court, Roe v. Wade

17.

Search Frictions, Sorting, and Matching in Two-Sided Markets

Number of pages: 51 Posted: 10 May 2023 Last Revised: 25 May 2023
University of Toronto, Washington University in St. Louis - John M. Olin Business School, University of Minnesota - Minneapolis and University of Maryland
Downloads 125 (415,893)

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two-sided market, online dating, matching, diversity

18.

Spillover Effects of Online Reviews: Evidence from the Hotel Industry

Number of pages: 49 Posted: 13 May 2023
Singapore Management University - Lee Kong Chian School of Business, Washington University in St. Louis - John M. Olin Business School, Washington University in St. Louis - John M. Olin Business School and Washington University in St. Louis - John M. Olin Business School
Downloads 104 (476,420)
Citation 1

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Online reviews, heterogeneous treatment effects, spillover effects, information spillover, Synthetic Control Method, natural experiment

19.

Forecasting the Spread of COVID-19 under Different Reopening Strategies

Liu, Meng, Thomadsen, Raphael, and Yao, Song. Forecasting the spread of COVID-19 under different reopening strategies. Sci Rep 10, 20367 (2020). https://doi.org/10.1038/s41598-020-77292-8
Number of pages: 17 Posted: 15 Jun 2020 Last Revised: 23 Nov 2020
Meng Liu, Raphael Thomadsen and Song Yao
Washington University in St. Louis, Olin School - Washington University in St. Louis and Washington University in St. Louis - John M. Olin Business School
Downloads 81 (558,578)
Citation 9

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COVID-19, SIR Models, Social Distancing, Reopening Economy

20.

Using Field Experiments to Infer Cross-Side Network Effects in the Ride-Sharing Market: How Does Driver Supply Impact Rider Orders, Cancellations, and Customer Lifetime Value?

Number of pages: 46 Posted: 13 May 2023
Washington University in Saint Louis, John M. Olin Business School, Students, Faculty of Business, Hong Kong Polytechnic University, Washington University in St. Louis - John M. Olin Business School and Washington University in St. Louis - John M. Olin Business School
Downloads 73 (592,794)

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sharing economy, digital platform, field experiment, CLV

21.

Customer Acquisition Via Explainable Deep Reinforcement Learning

Number of pages: 50 Posted: 23 Apr 2024
Yicheng Song, Wenbo Wang and Song Yao
University of Minnesota - Twin Cities - Carlson School of Management, Hong Kong University of Science & Technology (HKUST) - Department of Marketing and Washington University in St. Louis - John M. Olin Business School
Downloads 48 (726,691)

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Explainable Reinforcement Learning, Customer Acquisition, DRQN-Attention, Long-term revenue optimization, Advertising channel choice

22.

The Effect of the Order of Incentive Framing on Performance

Number of pages: 20 Posted: 15 Apr 2024
Washington University in St. Louis - John M. Olin Business School, Washington University in Saint Louis, John M. Olin Business School, Students, Georgia Institute of Technology, Washington University in St. Louis - John M. Olin Business School and Washington University in St. Louis - John M. Olin Business School
Downloads 6 (1,090,708)

Abstract:

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incentives, goal pursuit, framing effects