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Sha Yang

Ernest Hahn Professor of Marketing
Building
HOH
Room / Office
616

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

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