University of Southern California

Sha Yang
Professor of Marketing

USC Marshall School of Business
Los Angeles, CA 90089-0808

PhD, MS, MA, Ohio State University; BA, Renmin University


Sha Yang's research focuses on modeling consumer purchase behavior and market competition. Her recent research interests include search engine advertising and social network. She is a leader in developing models with sophisticated interactions among consumers and firms, and is a pioneer in introducing Bayesian methods into estimation of such interactions. Professor Yang has published more than 20 articles, and serves on the editorial board of Journal of Marketing Research, Marketing Science, and Quantitative Marketing and Economics. Professor Yang has collaborated with many companies including Visa, Miller Brewing Company, HP, Pepsi Co., CBS, TNS, McCann Ericson,, and China Mobile.


Ducaaroz, C., Yang, S., and Greenleaf, E. (2016) "Understanding the Impact of Promotional Messages in Internet English Auctions," Journal of Marketing, 80 (2), 80-100.
Yang, S., Lu, S., and Lu, X. (2014) "Modeling Competition and Its Impact in Paid-Search Advertising," Marketing Science, 1 (33), 134-153.
Zhao, Y., Yang, S., Narayan, V., and Zhao, Y. (2013) "Modeling Consumer Learning from Online Product Reviews," Marketing Science, 32 (1), 153-169.
Yang, S., Mantian, H., Russ, W., Henry, A., and Chen, X. (2012) "An Empirical Study of Word-Of-Mouth Generation and Consumption," Marketing Science, 31 (6), 952-963.