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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5,042

SSRN CITATIONS
Rank 23,060

SSRN RANKINGS

Top 23,060

in Total Papers Citations

12

CROSSREF CITATIONS

21

Scholarly Papers (16)

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 978 (22,743)
Citation 6

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

2.

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

9th Miami Behavioral Finance Conference 2018
Number of pages: 62 Posted: 15 Mar 2019 Last Revised: 24 Nov 2019
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 932 (24,850)

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Alternative Data; Satellite Imagery; Price Discovery; Information Asymmetry

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 601 (45,389)
Citation 22

Abstract:

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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 429 (69,208)
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 314 (99,138)
Citation 2

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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 295 (106,108)
Citation 1

Abstract:

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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 287 (109,283)

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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: 43 Posted: 07 Oct 2013
Zsolt Katona
University of California, Berkeley - Haas School of Business
Downloads 256 (123,293)
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 239 (132,145)

Abstract:

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Consumer participation, product design, uncertainty

10.

Inefficiencies in Digital Advertising Markets

Number of pages: 51 Posted: 30 Sep 2019 Last Revised: 19 Dec 2019
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
Downloads 178 (174,246)

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Advertising, Antitrust, Digitalization, Inefficiencies, Markets

11.

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 137 (217,231)

Abstract:

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

12.

Quality Score that Makes You Invest

Number of pages: 49 Posted: 20 Apr 2017 Last Revised: 22 Feb 2018
Zsolt Katona and Yi Zhu
University of California, Berkeley - Haas School of Business and University of Minnesota - Carlson School of Management
Downloads 123 (236,123)
Citation 3

Abstract:

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

13.

Ad Blocking

Columbia Business School Research Paper No. 18-11
Number of pages: 40 Posted: 18 Jan 2018
Columbia Business School - Marketing, University of California, Berkeley - Haas School of Business and Columbia Business School - Marketing
Downloads 114 (249,632)
Citation 3

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Digital Advertising, Ad Avoidance, Expropriation, Consumer Protection

14.

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 102 (269,802)
Citation 1

Abstract:

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Agenda Setting, News Industry, Social Media

15.

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 57 (377,187)

Abstract:

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quality differentiation, advertising, targeting

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