University of Southern California

Sha Yang
Professor of Marketing

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

Phone: 
213-740-3902
Education: 
PhD, MS, MA, Ohio State University; BA, Renmin University

Overview

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, epinions.com, Taobao.com and China Mobile.

Research

Modeling Competition and Its Impact in Paid-Search Advertising 2013
Modeling Consumer Learning from Online Product Reviews 2013
An Empirical Study of Word-Of-Mouth Generation and Consumption 2012