Sha Yang

University of Southern California - Marshall School of Business

Professor of Marketing

701 Exposition Blvd

Los Angeles, CA California 90089

United States

  • University of Southern California - Marshall School of Business

SCHOLARLY PAPERS

27

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SSRN CITATIONS
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Top 8,802

in Total Papers Citations

145

CROSSREF CITATIONS

32

Scholarly Papers (27)

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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 2,412 (10,419)
Citation 82

Abstract:

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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 1,417 (24,010)
Citation 41

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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

3.

Modeling Consumer Learning from Online Product Reviews

Downloads 1,186 (31,124)

Modeling Consumer Learning from Online Product Reviews

Forthcoming, Marketing Science
Number of pages: 46 Posted: 09 May 2011 Last Revised: 10 Sep 2014
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)
Downloads 1,186 (30,636)
Citation 18

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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
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)

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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 724 (61,718)
Citation 10

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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 Notre Dame and Fudan University - School of Management
Downloads 609 (76,926)
Citation 1

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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 476 (104,310)
Citation 4

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

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 affiliation not provided to SSRN
Downloads 436 (115,641)
Citation 6

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Crowdsourcing Contest, Feedback, Prize Guarantees, Uncertainty, Participation

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 417 (121,845)

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

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 407 (125,309)
Citation 1

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

10.

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

Downloads 406 (125,667)

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 406 (124,499)

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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
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

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

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 330 (157,930)
Citation 4

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

12.

Targeting Breadth in Behaviorally Targeted Display Advertising

Marshall School of Business Working Paper No. 17-19
Number of pages: 46 Posted: 06 Jan 2017 Last Revised: 13 Feb 2020
Shijie Lu and Sha Yang
University of Notre Dame and University of Southern California - Marshall School of Business
Downloads 297 (176,480)
Citation 3

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Online Advertising, Behavioral Targeting, Targeting Breadth, Generalized Second-Price Auction, Mean Field Equilibrium

13.

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 271 (193,946)

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

14.

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 and University of Southern California - Marshall School of Business
Downloads 250 (210,109)

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Learning, Bounded Rationality, Prediction Bias, Risk Preference, Choice Model, Dynamic Structural Model, Online Gaming

15.

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 211 (247,086)
Citation 1

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price negotiation, online reviews, structural model

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 209 (249,308)
Citation 2

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social networks, network dynamics, community structure, online communities, within- and cross-community ties, network fragmentation, individual mobility

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 193 (267,921)

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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 165 (307,104)
Citation 1

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

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 and University of Southern California - Marshall School of Business
Downloads 163 (310,313)
Citation 2

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

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 152 (329,122)

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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 129 (374,238)
Citation 2

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B2B Marketing, E-commerce, Marketing Tools, Competition, Cognitive Hierarchy, Sales Response Parameters

22.

Understanding How Competing Products of Different Quality Tiers Affect Consumer Purchase and Return Decisions and the Implications to E-Commerce Platform Growth

Number of pages: 46 Posted: 04 Aug 2022
Jisu Cao, Sha Yang and Chunmian Ge
Arizona State University, University of Southern California - Marshall School of Business and South China University of Technology
Downloads 106 (432,211)

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Product returns, Spillover effects, Competition, Entry decisions, Daily deals, E-commerce platforms, Structural model

23.

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 46 (681,401)

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Beauty premium, earnings, effort, effort-based beauty premium, livestreaming

24.

Understanding Whether and How Fast Delivery Affects Product Returns and Fast Return-handling Affects Customer Retention

Number of pages: 40 Posted: 29 Jul 2023
Jisu Cao, Sha Yang and Chunmian Ge
Arizona State University, University of Southern California - Marshall School of Business and South China University of Technology
Downloads 46 (687,656)

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Product Returns, Customer Retention, Service Improvement, Delivery Speed, Return-handling Speed, E-commerce, Causal Inference

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
Alex Yao 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

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fashion market, publishers, two-sided matching, consumer network

26.

The Psychological Effect of Price: An Application to Consumer Demand for Luxury Goods

Posted: 20 Jul 2021 Last Revised: 02 Mar 2023
Alex Yao 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

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psychology effect of price, luxury goods, luxury segmentation, luxury purchase motivations, conjoint

27.

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

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