Sha Yang

University of Southern California - Marshall School of Business

Professor of Marketing

701 Exposition Blvd

Los Angeles, CA 90089

United States

SCHOLARLY PAPERS

19

DOWNLOADS
Rank 4,864

SSRN RANKINGS

Top 4,864

in Total Papers Downloads

8,343

CITATIONS
Rank 5,868

SSRN RANKINGS

Top 5,868

in Total Papers Citations

95

Scholarly Papers (19)

1.

An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets

NET Institute Working Paper
Number of pages: 47 Posted: 25 Oct 2007 Last Revised: 19 Jun 2014
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 2,262 (5,745)
Citation 62

Abstract:

Loading...

Online advertising, Search engines, Hierarchical Bayesian modeling, Paid search, Clickthrough rates, Conversion rates, Keyword ranking, Bid price, Electronic commerce, Cross-Selling, Internet economics

2.

Analyzing the Relationship between Organic and Sponsored Search Advertising: Positive, Negative or Zero Interdependence?

Number of pages: 52 Posted: 20 Oct 2009 Last Revised: 27 Oct 2012
Sha Yang and Anindya Ghose
University of Southern California - Marshall School of Business and New York University (NYU) - Leonard N. Stern School of Business
Downloads 1,298 (14,345)
Citation 54

Abstract:

Loading...

Paid search advertising, Organic search listings, Search engines, Click-through rates, Conversion rates, Electronic commerce, Internet markets, Monetization of user - generated content, Hierarchical Bayesian modeling

Modeling Consumer Learning from Online Product Reviews

Forthcoming, Marketing Science
Number of pages: 46 Posted: 09 May 2011 Last Revised: 10 Sep 2014
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 1,060 (19,171)
Citation 14

Abstract:

Loading...

Learning Models, Choice Models, Product Reviews

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
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:

Loading...

learning models, choice models, product reviews

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 632 (40,370)
Citation 7

Abstract:

Loading...

Online advertising, Search engine marketing, Sponsored search, Conversion rates, Electronic commerce, Spiilovers, Hierarchical Bayesian estimation

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 Houston - C.T. Bauer College of Business and Fudan University - School of Management
Downloads 526 (51,256)
Citation 3

Abstract:

Loading...

Paid-Search Advertising, Competition, Internet Marketing, Bayesian Estimation

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 448 (62,655)
Citation 5

Abstract:

Loading...

Dyadic data, Hazard models, Bayesian analysis, Internet Marketing, Online Communities

7.

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 and University of Southern California - Marshall School of Business
Downloads 370 (78,632)
Citation 1

Abstract:

Loading...

Quantity-Discount Effects, Perceived Gains and Losses, Non-Linear Pricing, Transaction Utility

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 363 (80,392)
Citation 1

Abstract:

Loading...

Autologistic choice model, Joint Consumption, Behavioral interaction, Family member decision-making, and Hierarchical Bayesian analysis

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

Marketing Science (Forthcoming)
Number of pages: 35 Posted: 22 Sep 2012
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 347 (84,098)
Citation 8

Abstract:

Loading...

Word-of-Mouth, Communication, Discrete Choice Model, Probit Model, Finite Mixture Model

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
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:

Loading...

word-of-mouth, communication, discrete-choice model, probit model, finite mixture model

10.

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 247 (122,129)

Abstract:

Loading...

Panel Survey Data Analysis, Measurement Error, Underreporting, Bayesian Analysis

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
Shijie Lu and Sha Yang
University of Houston - C.T. Bauer College of Business and University of Southern California - Marshall School of Business
Downloads 239 (126,294)

Abstract:

Loading...

Search Advertising, Competition, Distribution Channel, Entry Game, Keyword Selection, Infomediary, Internet Marketing, Bayesian Estimation

12.

How to Match Consumers with Advertisers? The Role of Targeting Breadth in Behaviorally Targeted Display Advertising

Marshall School of Business Working Paper No. 17-19
Number of pages: 69 Posted: 06 Jan 2017 Last Revised: 08 May 2019
Shijie Lu and Sha Yang
University of Houston - C.T. Bauer College of Business and University of Southern California - Marshall School of Business
Downloads 183 (162,574)
Citation 3

Abstract:

Loading...

Online Advertising, Behavioral Targeting, Internet Marketing, Two-sided Market, Generalized Second-price Auction, Mean Field Equilibrium

13.

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
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 affiliation not provided to SSRN
Downloads 125 (223,210)

Abstract:

Loading...

Crowdsourcing Contest, Feedback, Prize Guarantees, Uncertainty, Participation

14.

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
University of Southern California - Department of Economics, California Institute of Technology and University of Southern California - Marshall School of Business
Downloads 88 (284,227)

Abstract:

Loading...

Sponsored-search advertising, Auctions, Market design, Two-sided Matching, Bayesian estimation

15.

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
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 66 (335,537)
Citation 1

Abstract:

Loading...

Product-Line Coupon, Consumer Spending, Savings Percentage, Inverted U-Shape, Threshold

16.

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

Number of pages: 49 Posted: 24 Mar 2018
Tong Ji University, Nankai University, Arizona State University (ASU) - W.P. Carey School of Business, University of Southern California and University of Southern California - Marshall School of Business
Downloads 58 (358,037)

Abstract:

Loading...

17.

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 29 (466,090)

Abstract:

Loading...

18.

Online Communities and Social Network Structure

Number of pages: 44 Posted: 17 Jul 2019
Yanhao Wei, Wensi Zhang, Sha Yang and Xi Chen
University of Southern California - Marshall School of Business, University of Southern California - Marshall School of Business, University of Southern California - Marshall School of Business and Zhejiang University - School of Management
Downloads 2 (630,635)

Abstract:

Loading...

Online Community, Network Structure, Diffusion, Online Gaming, Bayesian Inference

19.

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 Houston - C.T. Bauer College of Business and Fudan University - School of Management

Abstract:

Loading...

paid-search advertising, competition, Internet marketing, Bayesian estimation