Author Page for Sha Yang

Georgia State University - Department of Marketing, University of Southern California - Marshall School of Business, NUS Business School and Hong Kong University of Science & Technology (HKUST)

Downloads 1,211 (33,602)

Citation 20

Abstract:

Modeling Consumer Learning from Online Product Reviews

Marketing Science, Vol. 32, No. 1, 2013; pp. 153-169; DOI: 10.1287/mksc.1120.0755

Posted: 13 Nov 2013

Yi Zhao, Sha Yang, Vishal Narayan and Ying Zhao

Georgia State University - Department of Marketing, University of Southern California - Marshall School of Business, NUS Business School and Hong Kong University of Science & Technology (HKUST)

Abstract:

4.

Modeling Cross-Category Purchases in Sponsored Search Advertising

Number of pages: 38 Posted: 08 Dec 2008 Last Revised: 25 Oct 2012

Anindya Ghose and Sha Yang

New York University (NYU) - Leonard N. Stern School of Business and University of Southern California - Marshall School of Business

Downloads 746 (66,895)

Citation 10

Abstract:

5.

Modeling Competition and Its Impact on Paid-Search Advertising

Yang, Sha; Shijie, Lu; and Xianghua, Lu (2013), “Modeling Competition and Its Impact in Paid-Search Advertising,” Marketing Science, Forthcoming., Marshall School of Business Working Paper No. MKT 3-13

Number of pages: 56 Posted: 05 Jul 2013 Last Revised: 01 Jan 2019

Sha Yang, Shijie Lu and Xianghua Lu

University of Southern California - Marshall School of Business, University of Notre Dame and Fudan University - School of Management

Downloads 624 (83,951)

Citation 1

Abstract:

6.

Modeling the Formation of Dyadic Relationships between Consumers in Online Communities

Number of pages: 41 Posted: 07 Nov 2007

Vishal Narayan and Sha Yang

NUS Business School and University of Southern California - Marshall School of Business

Downloads 480 (116,228)

Citation 4

Abstract:

7.

Managing the Crowds: The Effect of Prize Guarantees and In-Process Feedback on Participation in Crowdsourcing Contests

University of Connecticut School of Business Research Paper No. 18-11

Number of pages: 47 Posted: 13 Apr 2018 Last Revised: 01 Jul 2018

Lian Jian, Sha Yang, Sulin Ba, Li Lu and Crystal Jiang

University of Southern California - Annenberg School for Communication and Journalism, University of Southern California - Marshall School of Business, University of Connecticut School of Business, West Chester University of Pennsylvania - College of Business and Public Management and City University of Hong Kong (CityU)

Downloads 465 (120,755)

Citation 6

Abstract:

8.

Modeling the Intra Household Behavioral Interaction

Number of pages: 45 Posted: 17 Mar 2009

Sha Yang, Yi Zhao, Tulin Erdem and Ying Zhao

University of Southern California - Marshall School of Business, Georgia State University - Department of Marketing, New York University (NYU) - Leonard N. Stern School of Business and Hong Kong University of Science & Technology (HKUST)

Downloads 442 (128,139)

Abstract:

9.

Quantity-Discount Dependent Consumer Preferences and Competitive Non-Linear Pricing

Gu, Jane and Sha Yang (2010), “Quantity-Discount-Dependent Consumer Preferences and Competitive Nonlinear Pricing,” Journal of Marketing Research, 47 (6), 1100-1113.

Number of pages: 51 Posted: 06 Oct 2009 Last Revised: 05 Mar 2015

Jane Z. Gu and Sha Yang

University of Connecticut - Department of Marketing and University of Southern California - Marshall School of Business

Downloads 425 (134,077)

Citation 1

Abstract:

10.

An Empirical Study of Word-of-Mouth Generation and Consumption

Downloads 413 (138,708)

2

An Empirical Study of Word-of-Mouth Generation and Consumption

Marketing Science (Forthcoming)

Number of pages: 35 Posted: 22 Sep 2012

Sha Yang, Mandy Hu, Russell S. Winer, Henry Assael and Xiaohong Chen

University of Southern California - Marshall School of Business, The Chinese University of Hong Kong (CUHK) - Department of Marketing, New York University (NYU) - Department of Marketing, New York University (NYU) - Department of Marketing and Central South University

Downloads 413 (137,355)

Abstract:

An Empirical Study of Word-of-Mouth Generation and Consumption

Marketing Science, Vol. 31, No. 6, pp. 952-963, 2012, DOI: 10.1287/mksc.1120.0738

Posted: 29 Jan 2013 Last Revised: 04 Jul 2013

Sha Yang, Mandy Hu, Russell S. Winer, Henry Assael and Xiaohong Chen

University of Southern California - Marshall School of Business, The Chinese University of Hong Kong (CUHK) - Department of Marketing, New York University (NYU) - Department of Marketing, New York University (NYU) - Department of Marketing and Central South University

Abstract:

11.

Investigating the Spillover Effect of Keyword Market Entry in Sponsored Search Advertising

Forthcoming at Marketing Science, Marshall School of Business Working Paper No. 17-18

Number of pages: 63 Posted: 06 Jan 2017 Last Revised: 13 Nov 2023

Shijie Lu and Sha Yang

University of Notre Dame and University of Southern California - Marshall School of Business

Downloads 350 (166,760)

Citation 5

Abstract:

12.

Within-Category Satiation and Cross-Category Spillover in Multi-Product Advertising

Marshall School of Business Working Paper No. 17-19, forthcoming at Journal of Marketing

Number of pages: 75 Posted: 06 Jan 2017 Last Revised: 29 Jul 2024

Shijie Lu, Sha Yang and Yao (Alex) Yao

University of Notre Dame, University of Southern California - Marshall School of Business and Fowler College of Business, San Diego State University

Downloads 332 (176,611)

Citation 3

Abstract:

13.

A Dynamic Model of Player Level-Progression Decisions in Online Gaming

Forthcoming Management Science

Number of pages: 58 Posted: 16 Sep 2021

Yi Zhao, Sha Yang, Matthew Shum and Shantanu Dutta

Georgia State University - Department of Marketing, University of Southern California - Marshall School of Business, California Institute of Technology (Caltech) and University of Southern California - Marshall School of Business

Downloads 331 (177,164)

Citation 1

Abstract:

14.

Understanding the Impact of Reviews on Consumer Product Choices under Negotiated Pricing

Number of pages: 58 Posted: 25 Aug 2020 Last Revised: 24 Aug 2023

Jisu Cao and Sha Yang

Arizona State University and University of Southern California - Marshall School of Business

Downloads 290 (203,690)

Citation 1

Abstract:

15.

Modeling the Under Reporting Bias in Panel Survey Data

Number of pages: 42 Posted: 08 Oct 2009

Sha Yang, Yi Zhao and Ravi Dhar

University of Southern California - Marshall School of Business, Georgia State University - Department of Marketing and Yale School of Management - International Center for Finance

Downloads 280 (211,167)

Abstract:

16.

Online Social Network with Communities: Evolvement of Within- and Cross-Community Ties

Number of pages: 39 Posted: 17 Jul 2019 Last Revised: 06 Dec 2022

Yanhao 'Max' Wei, Wensi Zhang, Sha Yang and Xi Chen

University of Southern California - Marshall School of Business, University of Texas at Dallas - Naveen Jindal School of Management, University of Southern California - Marshall School of Business and Zhejiang University - School of Management

Downloads 249 (237,407)

Citation 2

Abstract:

17.

Understanding the Impact of Multi-Dimensional Ratings on Product Sales: An Information-Inconsistency Perspective

Number of pages: 49 Posted: 24 Mar 2018

Xin Zheng, Xingyao Ren, Yili Hong, Jisu Cao and Sha Yang

Tongji University, Nankai University, University of Miami Herbert Business School, University of Connecticut and University of Southern California - Marshall School of Business

Downloads 207 (283,116)

Abstract:

18.

Do Consumers Always Spend More When Coupon Face Value is Larger? The Inverted U-Shaped Effect of Coupon Face Value on Consumer Spending Level

Jia, He (Michael), Sha Yang, Xianghua Lu, and C. Whan Park (2018) "Do Consumers Always Spend More When Coupon Face Value is Larger? The Inverted U-Shaped Effect of Coupon Face Value on Consumer Spending Level," Journal of Marketing, 82 (4), 70-85.

Number of pages: 50 Posted: 23 Jul 2018

He (Michael) Jia, Sha Yang, Xianghua Lu and C.W. Park

The University of Hong Kong - Faculty of Business and Economics, University of Southern California - Marshall School of Business, Fudan University - School of Management and University of Southern California - Marshall School of Business

Downloads 187 (310,439)

Citation 1

Abstract:

19.

To Score or Not to Score? Estimates of a Sponsored Search Auction Model

USC-INET Research Paper No. 15-09, Marshall School of Business Working Paper No. FBE 04.16

Number of pages: 27 Posted: 18 Feb 2015 Last Revised: 25 Jul 2018

Yu-Wei Hsieh, Matthew Shum and Sha Yang

Amazon, California Institute of Technology (Caltech) and University of Southern California - Marshall School of Business

Downloads 174 (331,214)

Citation 2

Abstract:

20.

Understanding the Social Learning Effect in Contagious Switching Behavior

Forthcoming in Management Science

Number of pages: 70 Posted: 14 Apr 2019

Mandy Hu, Sha Yang and Daniel Yi Xu

The Chinese University of Hong Kong (CUHK) - Department of Marketing, University of Southern California - Marshall School of Business and Duke University

Downloads 169 (339,747)

Abstract:

21.

Platform Service Offering to Business Customers: Strategic Considerations in Engendering Seller Use of Marketing Tools

forthcoming at Marketing Science

Number of pages: 61 Posted: 16 Sep 2021

Botao Yang, Sha Yang and Shantanu Dutta

California State University, Long Beach - College of Business Administration, University of Southern California - Marshall School of Business and University of Southern California - Marshall School of Business

Downloads 148 (379,670)

Citation 3

Abstract:

22.

Beauty, Effort, and Earnings: Empirical Evidence from Livestreaming

Number of pages: 31 Posted: 23 Aug 2023

Wensi Zhang, Sha Yang and Yanhao 'Max' Wei

University of Texas at Dallas - Naveen Jindal School of Management, University of Southern California - Marshall School of Business and University of Southern California - Marshall School of Business

Downloads 102 (503,148)

Abstract:

23.

Spotlight on Generosity: The Impact of Highest Patronage Amounts in Digital Content Monetization

Number of pages: 51 Posted: 18 Sep 2024

Xuejing Ma, Hongju Liu, Qiaowei Shen and Sha Yang

East China Normal University (ECNU), Peking University - Guanghua School of Management, Peking University - Guanghua School of Management and University of Southern California - Marshall School of Business

Downloads 6 (1,140,948)

Abstract:

24.

Separating substitution and psychological effects of price with a two-step conjoint approach: Application to luxury goods

Number of pages: 17 Posted: 20 Jul 2021 Last Revised: 05 Aug 2024

Yao (Alex) Yao, Sha Yang and K. Sudhir

Fowler College of Business, San Diego State University, University of Southern California - Marshall School of Business and Yale School of Management

Downloads 5 (1,151,971)

Abstract:

25.

Two-Sided Matching between Fashion Firms and Publishers: When Firms Strategically Target Consumers for Brand Image

NET Institute Working Paper No. 21-07

Posted: 02 Nov 2021 Last Revised: 22 Feb 2022

Yao (Alex) Yao, Sha Yang and K. Sudhir

Fowler College of Business, San Diego State University, University of Southern California - Marshall School of Business and Yale School of Management

Abstract:

26.

Modeling Competition and its Impact on Paid-Search Advertising

Marketing Science, Vol. 33, No. 1, 2014; pp. 134-153; DOI: 10.1287/mksc.2013.0812

Posted: 28 Feb 2014

Sha Yang, Shijie Lu and Xianghua Lu

University of Southern California - Marshall School of Business, University of Notre Dame and Fudan University - School of Management

Abstract:

27.

The Clock is Ticking: How the Logistics Service Time Affects Customer Product Returns and Repurchases

Number of pages: 55

Jisu Cao, Sha Yang, Chunmian Ge and Zhi Yang

Arizona State University, University of Southern California - Marshall School of Business, South China University of Technology and Hunan University

Downloads 0

Sha Yang

University of Southern California - Marshall School of Business

Professor of Marketing

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Scholarly Papers (27)

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Other Papers (1)

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