Song Yao

University of Minnesota - Twin Cities - Carlson School of Management

Associate Professor of Marketing

321 19th Avenue South

Suite 3-150

Minneapolis, MN 55455

United States

SCHOLARLY PAPERS

12

DOWNLOADS
Rank 11,316

SSRN RANKINGS

Top 11,316

in Total Papers Downloads

4,078

CITATIONS
Rank 10,155

SSRN RANKINGS

Top 10,155

in Total Papers Citations

42

Scholarly Papers (12)

1.

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, Netflix, University of Chicago - Booth School of Business, Stanford Graduate School of Business and University of Minnesota - Twin Cities - Carlson School of Management
Downloads 982 (21,661)

Abstract:

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

2.

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
University of Minnesota - Twin Cities - Carlson School of Management and Duke University - Fuqua School of Business
Downloads 574 (45,399)
Citation 19

Abstract:

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

3.

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 University of Minnesota - Twin Cities - Carlson School of Management
Downloads 538 (49,279)

Abstract:

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

4.

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

Stanford University Graduate School of Business Research Paper No. 19-12
Number of pages: 48 Posted: 27 Dec 2018 Last Revised: 05 May 2019
Stanford Graduate School of Business, Northwestern - Kellogg and University of Minnesota - Twin Cities - Carlson School of Management
Downloads 462 (60,078)

Abstract:

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

5.

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
Stanford Graduate School of Business, University of Minnesota - Twin Cities - Carlson School of Management and Hong Kong University of Science & Technology (HKUST) - Department of Marketing
Downloads 314 (93,834)

Abstract:

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Microblogging, Advertising, Social Media, Word of Mouth

6.

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
University of Minnesota - Twin Cities - Carlson School of Management and Duke University - Fuqua School of Business
Downloads 310 (95,176)
Citation 10

Abstract:

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

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
University of Minnesota - Twin Cities - Carlson School of Management, Hong Kong University of Science & Technology (HKUST) - Department of Marketing and New York University (NYU) - Department of Marketing
Downloads 292 (101,492)

Abstract:

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

8.

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
University of Minnesota - Twin Cities - Carlson School of Management and Duke University - Fuqua School of Business
Downloads 198 (149,853)
Citation 5

Abstract:

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Auction, Sponsored Search, Advertising, Marketing

9.

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
University of Minnesota - Twin Cities - Carlson School of Management, Duke University - Fuqua School of Business, China Europe International Business School (CEIBS) and Northwestern University - Department of Marketing
Downloads 172 (170,297)
Citation 8

Abstract:

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

10.

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
Duke University - Fuqua School of Business and University of Minnesota - Twin Cities - Carlson School of Management
Downloads 111 (241,326)

Abstract:

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

11.

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
Stanford Graduate School of Business and University of Minnesota - Twin Cities - Carlson School of Management
Downloads 77 (305,321)

Abstract:

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Advertising, Conversion Funnel, Spillovers, Path-tracking Data

12.

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

Number of pages: 22 Posted: 01 Feb 2019
University of Minnesota - Twin Cities, Carlson School of Management, University of Minnesota - Twin Cities - Carlson School of Management, Central University of Finance and Economics (CUFE) - Business School and Baifendian Information Technology Co., Ltd.
Downloads 48 (386,383)

Abstract:

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