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

11

DOWNLOADS
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CITATIONS
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Top 27,021

in Total Papers Citations

9

Scholarly Papers (11)

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 799 (22,239)
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 University of Maryland
Downloads 506 (36,746)
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 (82,016)

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 (93,595)

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 (117,277)

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 (93,221)

Abstract:

Social Networks, Social Communication, Participation Inequality

7.

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 (170,382)

Abstract:

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

8.

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 100 (211,884)

Abstract:

Social Networks, Influencers, Competition

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 (252,031)

Abstract:

Agenda Setting, News Industry, Social Media

10.

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 (264,163)

Abstract:

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

11.

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