Song Yao

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

Professor of Marketing

One Brookings Drive

Campus Box 1133

St. Louis, MO 63130-4899

United States

http://www.songyao.org

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

SCHOLARLY PAPERS

21

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10,130

TOTAL CITATIONS
Rank 6,452

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Top 6,452

in Total Papers Citations

162

Scholarly Papers (21)

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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
Stephan Seiler, Anna Tuchman and Song Yao
Imperial College Business School, Northwestern - Kellogg and Washington University in St. Louis - John M. Olin Business School
Downloads 2,560 (11,796)
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
Anja Lambrecht, Avi Goldfarb, Alessandro Bonatti, Anindya Ghose, Daniel G. Goldstein, Randall A. Lewis, Anita Rao, Navdeep S. Sahni and Song Yao
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 Corporation - Microsoft Research, New York City, Amazon, Georgetown University, Stanford Graduate School of Business and Washington University in St. Louis - John M. Olin Business School
Downloads 1,377 (31,058)
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 832 (63,546)
Citation 19

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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 743 (73,893)
Citation 30

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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 676 (83,380)
Citation 3

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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
Kenan Zhang, Hongyu Chen, Song Yao, Linli Xu, Jiaoju Ge, Xiaobo Liu and Marco Nie
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 413 (152,865)
Citation 13

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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 374 (170,785)
Citation 8

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

8.

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 360 (178,169)
Citation 6

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Advertising, Conversion Funnel, Spillovers, Path-tracking Data

9.

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 359 (178,722)
Citation 8

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

10.

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
Nan Zhao, Song Yao, Raphael Thomadsen and Chong Bo Wang
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 350 (184,347)
Citation 1

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

11.

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

Number of pages: 22 Posted: 01 Feb 2019
Hyesung Yoo, Song Yao, Luping Sun and Xiaomeng Du
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 274 (238,507)
Citation 6

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

12.

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
Song Yao, Carl F. Mela, Jeongwen Chiang and Yuxin Chen
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 248 (263,751)
Citation 27

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

13.

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 222 (293,826)

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Auction, Sponsored Search, Advertising, Marketing

14.

Customer Acquisition Via Explainable Deep Reinforcement Learning

HKUST Business School Research Paper No. 2024-151
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 198 (328,859)

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

15.

The Design and Targeting of Compliance Promotions

Number of pages: 59 Posted: 11 Feb 2022 Last Revised: 10 Nov 2022
Øystein Daljord, Carl F. Mela, Jason M.T. Roos, Jim Sprigg and Song Yao
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 197 (328,859)
Citation 1

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

16.

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 196 (330,433)
Citation 3

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

17.

Search Frictions and Sorting in Two-Sided Markets

Number of pages: 47 Posted: 10 May 2023 Last Revised: 03 Feb 2025
Hyesung Yoo, Song Yao, Ravi Bapna and Jui Ramaprasad
University of Toronto, Washington University in St. Louis - John M. Olin Business School, University of Minnesota - Minneapolis and University of Maryland
Downloads 187 (345,115)

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two-sided market, online dating, matching, diversity

18.

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
Raphael Thomadsen, Robert Zeithammer and Song Yao
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 181 (355,492)

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

19.

Spillover Effects of Online Reviews: Evidence from the Hotel Industry

Number of pages: 49 Posted: 13 May 2023
Hülya Karaman, Cheolho Song, Tat Chan and Song Yao
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 168 (379,607)
Citation 1

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

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
Chong Bo Wang, Qiyuan Wang, Tat Chan and Song Yao
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 127 (477,639)

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sharing economy, digital platform, field experiment, CLV

21.

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 88 (619,852)
Citation 7

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