Sha Yang

Ernest Hahn Professor of Marketing
Room / Office

PhD, MS, MA, The 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.

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Caroline Ducaaroz, Sha Yang, Eric Greenleaf () "Understanding the Impact of Promotional Messages in Internet English Auctions ,"  Journal of Marketing  80, 80-100.
Sha Yang, Shijie Lu, Xianghua Lu () "Modeling Competition and Its Impact in Paid-Search Advertising ,"  Marketing Science  1, 134-153.
Yi Zhao, Sha Yang, Vishal Narayan, Ying Zhao () "Modeling Consumer Learning from Online Product Reviews ,"  Marketing Science  32, 153-169.
Sha Yang, Hu Mantian, Winer Russ, Assael Henry, Xiaohong Chen () "An Empirical Study of Word-Of-Mouth Generation and Consumption ,"  Marketing Science  31, 952-963.