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

12

DOWNLOADS
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2,979

CITATIONS
Rank 27,097

SSRN RANKINGS

Top 27,097

in Total Papers Citations

9

Scholarly Papers (12)

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 837 (22,509)
Citation 3

Abstract:

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:

search engine marketing, electronic commerce, marketing contests

2.

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 506 (38,368)
Citation 6

Abstract:

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

3.

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 266 (85,656)

Abstract:

Contextual Advertising, Targeting, Competition, Game Theory

4.

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, Pace University and University of California, Berkeley - Haas School of Business
Downloads 217 (95,202)

Abstract:

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

5.

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 162 (119,166)

Abstract:

Consumer participation, product design, uncertainty

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 160 (94,819)

Abstract:

Social Networks, Social Communication, Participation Inequality

7.

Competing for Influencers in a Social Network

NET Institute Working Paper No. 13-06
Number of pages: 43 Posted: 07 Oct 2013
Zsolt Katona
University of California, Berkeley - Haas School of Business
Downloads 131 (185,065)

Abstract:

Social Networks, Influencers, Competition

8.

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 128 (181,697)

Abstract:

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

9.

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 46 (262,815)

Abstract:

Agenda Setting, News Industry, Social Media

10.

Quality Score that Makes You Invest

Number of pages: 48 Posted: 20 Apr 2017
Zsolt Katona and Yi Zhu
University of California, Berkeley - Haas School of Business and University of Minnesota - Carlson School of Management
Downloads 0 (379,105)

Abstract:

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

11.

The Impact of Curation Algorithms on Social Network Content Quality and Structure

NET Institute Working Paper No. 16-08
Number of pages: 41 Posted: 11 Oct 2016 Last Revised: 30 Jan 2017
Ron Berman and Zsolt Katona
University of Pennsylvania - The Wharton School and University of California, Berkeley - Haas School of Business
Downloads 0 (179,584)

Abstract:

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

12.

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:

online advertising, display advertising, targeting