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

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CITATIONS
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Top 9,397

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84

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 990 (21,770)
Citation 1

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
Washington University in St. Louis - John M. Olin Business School and Duke University - Fuqua School of Business
Downloads 577 (45,872)

Abstract:

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

3.

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 561 (47,809)
Citation 2

Abstract:

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

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 544 (49,415)
Citation 3

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 315 (94,939)
Citation 2

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 (96,666)

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 (102,005)
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 (152,260)

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 (171,255)
Citation 9

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 115 (239,029)
Citation 1

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 83 (296,680)
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 62 (348,875)

Abstract:

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