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

  • University of California, Berkeley - Haas School of Business

SCHOLARLY PAPERS

16

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7,890

SSRN CITATIONS
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Top 17,721

in Total Papers Citations

37

CROSSREF CITATIONS

23

Scholarly Papers (16)

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1.

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

9th Miami Behavioral Finance Conference 2018
Number of pages: 56 Posted: 15 Mar 2019 Last Revised: 16 May 2022
Zsolt Katona, Marcus Painter, Panos N. Patatoukas and Jean Zeng
University of California, Berkeley - Haas School of Business, Saint Louis University - Department of Finance, Berkeley Haas and NUS Business School, National University of Singapore
Downloads 2,480 (7,978)
Citation 2

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Alternative Data; Satellite Imagery; Price Discovery; Information Asymmetry; Individual Trading

2.

The Role of Search Engine Optimization in Search Marketing

Downloads 1,190 ( 25,074)
Citation 8

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 1,190 (24,665)
Citation 8

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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

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search engine marketing, electronic commerce, marketing contests

3.

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 790 (44,684)
Citation 9

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

4.

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
Chrysanthos Dellarocas, Zsolt Katona and William Rand
Boston University, Questrom School of Business - Department of Information Systems, University of California, Berkeley - Haas School of Business and North Carolina State University
Downloads 635 (59,406)
Citation 25

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

5.

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 432 (95,361)
Citation 4

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Social Networks, Influencers, Competition

6.

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 419 (98,782)
Citation 5

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Contextual Advertising, Targeting, Competition, Game Theory

7.

Ad Blocking

Columbia Business School Research Paper No. 18-11
Number of pages: 49 Posted: 18 Jan 2018 Last Revised: 10 Apr 2021
Aleksandr Gritckevich, Zsolt Katona and Miklos Sarvary
Columbia Business School - Marketing, University of California, Berkeley - Haas School of Business and Columbia University - Columbia Business School, Marketing
Downloads 363 (116,363)
Citation 6

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Digital Advertising, Ad Avoidance, Expropriation, Consumer Protection

8.

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 326 (130,779)
Citation 7

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Social Networks, Social Communication, Participation Inequality

9.

Information Communities: The Network Structure of Communication

Number of pages: 41 Posted: 03 Feb 2011 Last Revised: 17 Aug 2014
Peter Pal Zubcsek, Imran Chowdhury and Zsolt Katona
Tel Aviv University - Coller School of Management, Wheaton College (MA) and University of California, Berkeley - Haas School of Business
Downloads 318 (134,128)

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

10.

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 269 (159,429)

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Consumer participation, product design, uncertainty

11.

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 267 (160,656)
Citation 4

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

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
Joseph Lajos, Zsolt Katona, Amitava Chattopadhyay and Miklos Sarvary
University of Lausanne - School of Economics and Business Administration (HEC-Lausanne), University of California, Berkeley - Haas School of Business, INSEAD - Marketing and INSEAD - Marketing
Downloads 144 (279,124)

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

13.

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 138 (288,524)

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quality differentiation, advertising, targeting

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 University - Columbia Business School, Marketing
Downloads 119 (322,119)
Citation 1

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Agenda Setting, News Industry, Social Media

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
Brett R. Gordon, Kinshuk Jerath, Zsolt Katona, Sridhar Narayanan, Jiwoong Shin and Kenneth C. Wilbur
Northwestern University - Kellogg School of Management, Columbia University - Columbia Business School, Marketing, 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

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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

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online advertising, display advertising, targeting