Zsolt Katona

University of California, Berkeley - Haas School of Business

Assistant Professor of Marketing

545 Student Services Building, #1900

2220 Piedmont Avenue

Berkeley, CA 94720

United States

SCHOLARLY PAPERS

16

DOWNLOADS
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5,366

SSRN CITATIONS
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SSRN RANKINGS

Top 20,616

in Total Papers Citations

22

CROSSREF CITATIONS

22

Scholarly Papers (16)

1.

On the Capital Market Consequences of Alternative Data: Evidence from Outer Space

9th Miami Behavioral Finance Conference 2018
Number of pages: 63 Posted: 15 Mar 2019 Last Revised: 05 Aug 2020
University of California, Berkeley - Haas School of Business, Saint Louis University - Department of Finance, University of California, Berkeley - Haas School of Business and University of California, Berkeley - Haas School of Business
Downloads 1,208 (18,188)
Citation 1

Abstract:

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Alternative Data; Satellite Imagery; Price Discovery; Information Asymmetry

The Role of Search Engine Optimization in Search Marketing

Number of pages: 17 Posted: 23 Jan 2011 Last Revised: 07 Sep 2014
Ron Berman and Zsolt Katona
University of Pennsylvania, The Wharton School and University of California, Berkeley - Haas School of Business
Downloads 1,019 (22,981)
Citation 9

Abstract:

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Search Engine Optimization, Search Marketing, Online Advertising, Game Theory, Contests

The Role of Search Engine Optimization in Search Marketing

Marketing Science, Vol. 32, No. 4, 2013; pp. 644-651; DOI: 10.1287/mksc.2013.0783
Posted: 13 Nov 2013
Ron Berman and Zsolt Katona
University of Pennsylvania, The Wharton School and University of California, Berkeley - Haas School of Business

Abstract:

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search engine marketing, electronic commerce, marketing contests

3.

Media, Aggregators and the Link Economy: Strategic Hyperlink Formation in Content Networks

NET Institute Working Paper No. 10-13, Boston U. School of Management Research Paper No. 2010-30, Robert H. Smith School Research Paper No. RHS 06-131
Number of pages: 41 Posted: 20 Oct 2010 Last Revised: 10 Aug 2014
Boston University, Questrom School of Business - Department of Information Systems, University of California, Berkeley - Haas School of Business and North Carolina State University
Downloads 606 (47,942)
Citation 23

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Hyperlinks, Media Economics, Content Networks, Content Aggregators, Strategic Network Formation

4.

Curation Algorithms and Filter Bubbles in Social Networks

NET Institute Working Paper No. 16-08
Number of pages: 45 Posted: 11 Oct 2016 Last Revised: 25 Sep 2019
Ron Berman and Zsolt Katona
University of Pennsylvania, The Wharton School and University of California, Berkeley - Haas School of Business
Downloads 496 (61,803)
Citation 3

Abstract:

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Social Media, Content Filtering, Ranking, Filter Bubble, Algorithmic Curation, Game Theory

5.

Contextual Advertising

Number of pages: 41 Posted: 02 Feb 2011
Kaifu Zhang and Zsolt Katona
INSEAD and University of California, Berkeley - Haas School of Business
Downloads 322 (102,609)
Citation 3

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Contextual Advertising, Targeting, Competition, Game Theory

6.

Competing for Attention in Social Communication Markets

Number of pages: 37 Posted: 10 Sep 2013 Last Revised: 26 Feb 2015
Ganesh Iyer and Zsolt Katona
University of California, Berkeley - Marketing Group and University of California, Berkeley - Haas School of Business
Downloads 298 (111,625)
Citation 3

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Social Networks, Social Communication, Participation Inequality

7.

Information Communities: The Network Structure of Communication

Number of pages: 41 Posted: 03 Feb 2011 Last Revised: 17 Aug 2014
Tel Aviv University - Coller School of Management, Wheaton College (MA) and University of California, Berkeley - Haas School of Business
Downloads 294 (113,235)

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communities, social networks, communication, information transmission, network closure

8.

Competing for Influencers in a Social Network

NET Institute Working Paper No. 13-06
Number of pages: 41 Posted: 07 Oct 2013 Last Revised: 28 Jul 2020
Zsolt Katona
University of California, Berkeley - Haas School of Business
Downloads 277 (120,633)
Citation 1

Abstract:

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Social Networks, Influencers, Competition

9.

Democracy in Product Design: Consumer Participation and Differentiation Strategies

Number of pages: 49 Posted: 13 Feb 2012 Last Revised: 02 Apr 2013
Zsolt Katona
University of California, Berkeley - Haas School of Business
Downloads 243 (138,030)

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Consumer participation, product design, uncertainty

10.

Quality Score: The Cost of a Virtuous Cycle

Number of pages: 50 Posted: 20 Apr 2017 Last Revised: 27 Jul 2020
Zsolt Katona, Yi Zhu and Lei Zhuang
University of California, Berkeley - Haas School of Business, University of Minnesota - Carlson School of Management and University of Minnesota - Twin Cities
Downloads 146 (218,314)
Citation 4

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Position Auctions, Generalized Second-Price Auctions, Quality Score, Landing Page Quality, Internet Marketing, Online Advertising, Game Theory

11.

Ad Blocking

Columbia Business School Research Paper No. 18-11
Number of pages: 53 Posted: 18 Jan 2018 Last Revised: 27 Jul 2020
Columbia Business School - Marketing, University of California, Berkeley - Haas School of Business and Columbia Business School - Marketing
Downloads 145 (220,755)
Citation 5

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Digital Advertising, Ad Avoidance, Expropriation, Consumer Protection

12.

CAM: A Spreading Activation Network Model of Subcategory Construction when Categorization Uncertainty is High

INSEAD Business School Research Paper No. 2008/56/MKT/ISSRC
Number of pages: 45 Posted: 24 Nov 2007 Last Revised: 18 Jun 2013
affiliation not provided to SSRN, University of California, Berkeley - Haas School of Business, INSEAD - Marketing and INSEAD - Marketing
Downloads 138 (228,363)

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Consumer Psychology, Information Processing, Categorization, New Products, Hybrid Products, Experimental Design and Analysis, Network Analysis

13.

Agenda Chasing and Contests Among News Providers

Columbia Business School Research Paper No. 13-49
Number of pages: 36 Posted: 03 Jul 2013
Zsolt Katona, Jonathan A. Knee and Miklos Sarvary
University of California, Berkeley - Haas School of Business, Columbia University - Columbia Business School and Columbia Business School - Marketing
Downloads 106 (277,673)
Citation 1

Abstract:

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Agenda Setting, News Industry, Social Media

14.

When and How Should Firms Differentiate? Quality, Advertising and Pricing Decisions in a Duopoly

Number of pages: 46 Posted: 11 Dec 2018
Dominique Olie Lauga, Elie Ofek and Zsolt Katona
University of Cambridge - Judge Business School, Harvard Business School - Marketing Unit and University of California, Berkeley - Haas School of Business
Downloads 68 (364,014)

Abstract:

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quality differentiation, advertising, targeting

15.

Inefficiencies in Digital Advertising Markets

Journal of Marketing, Forthcoming, Columbia Business School Research Paper Forthcoming
Posted: 30 Sep 2019 Last Revised: 05 May 2020
Northwestern University - Kellogg School of Management, Columbia University - Columbia Business School, University of California, Berkeley - Haas School of Business, Stanford Graduate School of Business, Yale School of Management and University of California, San Diego (UCSD) - Rady School of Management

Abstract:

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Advertising, Antitrust, Digitalization, Inefficiencies, Markets

16.

Contextual Advertising

Marketing Science, Vol. 31, No. 6, pp. 980-994, 2012, DOI: 10.1287/mksc.1120.0740
Posted: 29 Jan 2013
Kaifu Zhang and Zsolt Katona
Cheung Kong Graduate School of Business and University of California, Berkeley - Haas School of Business

Abstract:

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online advertising, display advertising, targeting