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

12

DOWNLOADS
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4,308

SSRN CITATIONS
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SSRN RANKINGS

Top 10,083

in Total Papers Citations

22

CROSSREF CITATIONS

70

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 Washington University in St. Louis - John M. Olin Business School
Downloads 1,002 (21,581)
Citation 1

Abstract:

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

2.

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: 51 Posted: 27 Dec 2018 Last Revised: 25 Jun 2019
UCLA Anderson School of Management, Northwestern - Kellogg and Washington University in St. Louis - John M. Olin Business School
Downloads 620 (42,159)
Citation 2

Abstract:

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

3.

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 578 (46,125)
Citation 1

Abstract:

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

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 545 (49,687)
Citation 9

Abstract:

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

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
UCLA Anderson School of Management, Washington University in St. Louis - John M. Olin Business School and Hong Kong University of Science & Technology (HKUST) - Department of Marketing
Downloads 317 (95,015)
Citation 3

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
Washington University in St. Louis - John M. Olin Business School and Duke University - Fuqua School of Business
Downloads 310 (97,391)

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
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 295 (102,801)
Citation 1

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
Washington University in St. Louis - John M. Olin Business School and Duke University - Fuqua School of Business
Downloads 198 (153,391)

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
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 174 (172,476)
Citation 11

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
New York University (NYU) - Department of Marketing and Washington University in St. Louis - John M. Olin Business School
Downloads 117 (237,771)
Citation 2

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
UCLA Anderson School of Management and Washington University in St. Louis - John M. Olin Business School
Downloads 85 (294,513)
Citation 1

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, 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 67 (337,546)

Abstract:

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