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

SCHOLARLY PAPERS

21

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10,097

TOTAL CITATIONS
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SSRN RANKINGS

Top 6,452

in Total Papers Citations

162

Scholarly Papers (21)

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 2,558 (11,775)
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 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 1,374 (31,031)
Citation 7

Abstract:

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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 (63,282)
Citation 19

Abstract:

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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 742 (73,699)
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 676 (83,022)
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 411 (153,044)
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 374 (170,032)
Citation 8

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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 357 (179,105)
Citation 8

Abstract:

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

9.

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 353 (181,837)
Citation 6

Abstract:

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Advertising, Conversion Funnel, Spillovers, Path-tracking Data

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
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 347 (184,702)
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
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 (237,410)
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
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 247 (263,672)
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 (292,421)

Abstract:

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Auction, Sponsored Search, Advertising, Marketing

14.

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 (328,789)
Citation 3

Abstract:

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

15.

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 195 (330,416)
Citation 1

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

16.

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 193 (335,170)

Abstract:

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

17.

Search Frictions and Sorting in Two-Sided Markets

Number of pages: 47 Posted: 10 May 2023 Last Revised: 03 Feb 2025
University of Toronto, Washington University in St. Louis - John M. Olin Business School, University of Minnesota - Minneapolis and University of Maryland
Downloads 186 (345,142)

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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
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 (357,279)

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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
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 165 (383,737)
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
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 126 (478,137)

Abstract:

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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 (616,679)
Citation 7

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